THE HALO EFFECT

First impressions are hugely important. The halo effect is a psychological term given to describe this first impression. We develop a cognitive bias toward a person based on initial impressions, and this bias continues to influence our opinions of that person.

The same thing happens when we present our designs. The first drawings that we show our clients form the first impression of the qualities of your design. The opinions that our clients develops from these first drawings continues to influence their opinion of your design thru the design process.

As with much of psychological precepts, this really is common sense. Yet as designers we tend to forget this precept. When we are presenting our solution, the halo effect is absolutely in play. Our clients are forming impressions of our creativity from the very first drawing that they see.

So it only makes sense to show drawings that are meaningful and rich in content. It is important to demonstrate from the very start that we understand the problem, have given much insight to it, and this is demonstrated by our drawings.

For me, I have had great success with Transparent Drawings. When the first drawing that a client sees is transparent, I am able to provide an overall narrative that addresses all sides of the enclosure. I am able to demonstrate my incorporation of site features. I am also able to give an initial impression of interior circulation. And I have found that clients have universally responded positively to my transparent drawing. I have made reference to this design presentation approach in previous posts here and here.

The halo effect of my first transparent drawings continues to positively shape my client’s opinions of my design solutions. But that’s just what I have come up with. And I am very much enjoying sharing my insight in these pages. It would be extremely interesting to know what other unique work on paper (hand drawing / collage / charcoal tones / etc.) that others are doing for their first drawings.

In this burgeoning psychological sub-theme of Transparent Drawing, I would like to see topics like the Halo Effect at least touched upon in our architectural educations. Just as we covered the psychological term affect heuristic, these are established psychological concepts, and they are hugely applicable to to what we get paid to do.