Study: Clothes Affect the Way Others See Us, How We See Ourselves
Northwestern University researchers found that certain clothing can influence the wearer’s psychological processes. Donning a physician’s lab coat – determined by pretesting to be associated with attentiveness and carefulness – helped subjects perform better on selective attention tests. However, when the same white coat was describe to participants as a painters coat, testing performance declined.
Based on the results of their study, the researchers suggest a principle of “enclothed cognition,” which is dependent on symbolic meaning and physical experience of wearing the clothes.
For example, if one views a suit and tie as powerful clothing, that person is likely to feel more intelligent and powerful when wearing the combination. Conversely, if one feels that a power suit is a phony put-on, wearing a suit and tie will make them feel uncomfortable and inauthentic.
Naturally, we started thinking about the enclothed cognition principle as it pertains to branded corporate apparel and spirit wear.
Branded corporate apparel and spirit wear can help your employees and supporters feel like an important part of a team. The clothing you choose can unify your audience, too, which will help improve cooperation, productivity and company/team pride.
But it’s important to offer a variety of options that your individual wearers will feel comfortable in. Your female audience members, for example, won’t be comfortable in unisex clothing. Your older audience members may prefer a crisper look, while your younger audience members want clothing that’s on trend with current fashions.
If your audience isn’t comfortable in your branded apparel, their psychological experience with the clothing – and, by extension, your brand or team – will be negatively impacted.
When you’re planning your next order, let our branded apparel experts help you select a variety of options that will appeal to your wide audience. And if you’re setting up an online store, we’ll help ensure your inventory offers a range of choices so your audience can select the clothing they’ll feel most comfortable in.