Style as Strategy: The Power of First Impressions

Michaela Sargeant | Read in about 8 minutes

How do you want the world to respond to you? Have you ever thought about it?

I’m sure you’ve heard the phrase “You only get one chance to make a first impression.” It’s a massive cliche isn’t it? There’s a reason cliches exist - it’s because they tend to be true, however much we might try and pretend they’re not. It’s one of those overused sayings that might be used as advice, a warning, or maybe even a source of intimidation or pressure.

Maybe it’s an idea you subscribe to, or maybe it’s something you’ve rebelled against because there’s a part of you thinking ‘there’s so much more to me than what meets the eye, if others can’t see that it’s their problem.’ But actually is it their problem, or is it yours? Does it mean you get overlooked or miss out on opportunities you would have had if their first impression had been better? Does it mean you get misunderstood?

Style as Strategy: The Power of First Impressions

The Science of Being Seen

There’s a reason cliches exist. It’s because at least on some level, they’re true! Like it or not, humans are visual beings. Studies show that 30-50% of the brain’s cerebral cortex is involved in visual perception; far more than any other sense.

Research into the subject consistently shows that first impressions are formed within milliseconds. This was examined by psychologist Nalini Ambady in her 2008 study “First Impressions: Peeking at the Neural Underpinnings.” The same study showed that people could make surprisingly accurate judgements about traits like competence, confidence and trustworthiness even after looking at someone for less than a second.

When multiple senses receive information at once, vision dominates. People are more likely to trust what they see than what they hear. In reality this means appearance shapes expectations before someone speaks and this influences how their words are later interpreted. People respond first to how you look, then to how you sound ie. tone of voice, then much later is what you actually say.

You are being assessed by those around you before you even speak. Your speech is processed after people have visually processed you, meaning your appearance is the foundation on which your verbal communication is judged. So if their first impression is that you are competent and knowledgeable, everything afterwards is assumed to be that too. If their first impression is that you are careless, disrespectful or inappropriate, everything you do and say after that point is filtered through that lens and you have to work harder to be taken seriously. This is known as the halo effect.

When First Impressions Count

First impressions matter across the whole of life. First dates, educational environments, retail interactions, networking events, leadership roles, job interviews - the list goes on. The first impression people get of you in some of these situations could profoundly affect the outcome. Prospective employers meet many candidates and appearance helps them quickly assess professionalism and cultural fit. A thought-through outfit signals preparedness and respect for the opportunity, whereas an outfit that is considered inappropriate might raise doubts that actually have nothing to do with the person’s suitability for the role.

If you’ve got an audition, need to deliver a pitch or secure a deal at a meeting, decision-makers quickly narrow down options subconsciously via visual cues. It could make the difference between securing the big new contract or being passed over. People will form assumptions about your experience, status, things about your life, your family, your values - all from what you look like. Fair or not, it’s just basic human instinct at work.

In any business, particularly client-facing business such as estate agents, lawyers or in retail, clients will quickly judge the quality of service, trustworthiness, or level of knowledge based on how staff members look. This is why some businesses utilise uniforms, because they are thought to give the impression of consistency, trust and comfort with the brand.

If I’m viewing a house with an estate agent, I want the person showing me round to know what they’re doing. I want them to carry themselves well, be confident and look the part. If they don’t look the part, it puts me on edge and subtly trust levels go down.

If you’re at a party or networking event, your clothing choices lead others in deciding whether they want to talk to or associate with you, and impact how they remember you. Often who gets engaged in conversation and who gets left on the sidelines, is to do with these visual cues.

In our digital world this is highlighted even more. Profile pictures on social media, LinkedIn or dating apps strongly influence how people are perceived often before any interaction occurs. In these situations the visual is often the only element available, making first impressions all the more critical.

Your Style as your Brand

All these examples are reflected further when talking about personal branding. Whether you mean to or not, you present a “brand” to the world through repeated visual and behavioural cues. Clothing plays a central role in this because it is immediate and you have the power to control it. Consistency in your personal style creates predictability, which is crucial to how others perceive, remember and trust you. When you present yourself in a way that aligns with your role or goals, others have to spend less effort interpreting them. That clarity reduces uncertainty and builds trust because people naturally feel more comfortable with someone intentional and coherent in their self-presentation.

The impact of first impressions isn’t about vanity or pretending to be someone you’re not. It’s just how perception works. Are you going to accept it or avoid it?

Clothing will obviously never replace skill, substance or inner integrity, but it often determines whether those qualities are noticed. Ultimately, you can’t control what others think of you but you can control the signals you send. The question is, are you prepared to leave your first impression to chance when you realise how much rides on it?

Ok..so where do I start?

When I take a client through a style session, I start off by explaining that a big part of what we’re about to do is bridge the gap between the person they are on the inside and how they express themselves on the outside. This means that when people encounter you, what to expect is clear from your appearance; that relationship from that very first impression is set on the right course.

Style is unique to the individual and even with two people with the same body shape, I wouldn’t dress them the same because they have different personalities and different things to communicate to the world.

A great place to start is by asking yourself the question “How do I want to be perceived by the world?” in terms of your appearance. Choose eight keywords that matter to you. Examples could be elegant, smart, appropriate, fun, edgy, pretty, polished, trendy, sexy, authoritative, chic, quirky, knowledgeable, sophisticated, beautiful, memorable..any word is fine provided it relates to your appearance.

Now try and get that down to three keywords (heads up this is hard!). Finally, from those three keywords, which is the one that to you most closely means “attractive?” When you’ve got those words that really matter to you, do you think you are genuinely giving off that impression with your current clothing choices? Are your 3 keywords similar words that people around you would use to describe your appearance?

The answer will be a good indicator as to whether you’re being intentional with your style or whether you’re leaving things to chance. If it’s the latter, don’t worry. A lot of these things go under the radar unless you’re equipped with the knowledge and tools to know what to do about it. It’s like a maths question - you don’t know how to answer it unless you’re taught the methods to get there.

That’s where I come in. If you need help identifying how to control the story your appearance tells and harness the power of your first impression, you know where to find me.