Image matters, because people make assumption and judgment based on very limited information. H. Andrew Michener, John D. Delamater and Daniel J. Myers explain in their book “Social Psychology”, that when we observe a single physical characteristic or behaviour in someone, we tend to assume that the person has a number of related qualities too. For example, someone may be perceived as confident because they have a firm handshake. They may be seen as trustworthy because they make eye contact. They may be judged as capable, professional, successful − even wealthy or intelligent − because they are well-dressed.
The reverse is also true. According to Brian Tracy, author of “The Psychology of Achievement”, “many capable men and women are disqualified from job opportunities because they do not look the part”.
Caroline Dunn and LucetteCharette of the National Research Council of Canada found that “people are affected by your appearance whether or not they realize it, and whether or not they think appearance is important”. They found that a first impression has significant and measurable effect on the observer: