This morning’s Wall Street Times has a fascinating article about the way the clothes we wear impacts how others see us. Some of the information in that article seems counterintuitive: college students pay more attention to a professor who wears jeans and a t-shirt than one who dons the traditional professorial attire of a suit and tie; employees in high-priced retail boutiques know the customer to pay the most attention to is the one who came in wearing their workout clothes. Depending on the setting and context, the most impressive clothes you can be wearing are clothes that weren’t designed to impress at all.

One very interesting point that was raised was how people tended to choose clothing that conformed with what everyone else was wearing in situations where they felt the least secure. For example, if you’re working in a company that’s downsizing, your purple velvet suit might stay in the closet while you opt for a more traditional look. Yet it is the non-conformists of the world who are often seen as the most confident and capable.

What does this have to do with digital marketing? Only everything. The appearance of your website and social media presence is the digital equivalent to the clothes you wear. You’re sending distinct messages about who you are and what you’re about with the aesthetic choices you make online.
You can opt for security, making design choices that leave you with a web presence that’s virtually indistinguishable from every other business in your industry. It’s a valid choice, provided you’re aware that timidity has a price. When you look like everyone else, you don’t stand out. In a world where people don’t pay that much attention to things, that can be a problem.

The other option is to be your confident, authentic self. The college professor wearing a t-shirt and jeans is, in part, more appealing to his students because he’s willing to set aside the trappings of formal education and focus instead on conveying high value content to his audience. What would happen if you did the same thing?

Uncomfortable with your online look? We can help you make the web design and social media choices that best reflect who you really are in a way that makes you more appealing to your customers. Give us a call to find out more. You’ll be glad you did.