This effect was first identified in the early 1900s by an American psychologist, Frederick Wells. But the actual term “Halo Effect” was first coined by psychologist Edward Thorndike in 1920 while studying military officers. He noticed that officers judged their soldier’s character based on physical qualities, not the character themselves. This created an “aura” or “halo” of positivity or negativity.

This effect is a perception error that skews the way we see a person, brand, or product. It occurs when our positive impression of one aspect of something extends to influence our perception of other unrelated aspects, leading to an overly favorable or biased judgment.

Apple is a prime example of this effect in action. The company’s reputation for beautifully designed, high-quality products often leads customers to perceive all Apple products as superior, even before trying them. But I’m sure everyone reading this has had a “magic” mouse die on them in the middle of the day. 🫣

The opposite effect of the Halo Effect is the Horns effect. Where a negative perception of a person, brand, or product will skew all other interactions toward the negative.

For UX designers, it’s important to remember that first impressions matter. For example, the onboarding experience a user has with your product can influence nearly every future interaction. Providing a great onboarding experience with your product, you’ll likely have a much easier time keeping that user happy.

Beware of the opposite effect here too, The Horns Effect. Both these effects can have a significant impact. A well-designed and visually appealing product might create a Halo Effect, causing users to overlook minor usability issues. Conversely, a single negative experience, such as a poorly designed navigation menu or slow loading time, can trigger the Horns Effect, causing users to perceive the entire product negatively.

Keep in mind that the Aesthetic Usability Effect is based on the same principles as the Halo Effect.