If you’re uncertain about where to place your mark in the ballot box tomorrow, don’t be surprised if those beaming smiles and charming glances from candidates’ posters sway your decision.
Research indicates that a candidate’s appearance can significantly influence voter turnout. Jesper Dammayer, a professor at the University of Copenhagen’s Department of Psychology, notes that individuals perceived as more attractive are likely to perform better at the polls. “It’s an unconscious bias,” he explains. “When we know little about a candidate, our minds lean on these instinctive mechanisms in making swift judgments about strangers.”
This point is echoed by Lasse Laustsen, an associate professor at Aarhus University’s Department of Political Science, who highlights consistent patterns in electoral outcomes. “Candidates who leave a positive visual impression tend to do better on election day,” he affirms.
The Unseen Influence of Appearance
In the absence of detailed knowledge about the candidates, our judgment is easily swayed by their appearances—a fact that experts argue is a natural human response. “We’re applying deep-seated, instinctual mechanisms when we make quick assessments of unfamiliar faces,” Dammayer elaborates. Despite subjective definitions of beauty, research reveals a surprising consensus on what constitutes attractiveness.
“If you were to average out twenty random faces, you’d typically end up with a visage that most people would deem beautiful,” he remarks.
Beyond Aesthetics: Assessing Competence
However, as Laustsen points out, a candidate’s appearance involves more than simple attractiveness; it encompasses what he terms their face value. “It’s not merely about being ‘good-looking’,” he clarifies. Some studies suggest that attractive candidates often outperform their peers, while others find that those who exude an air of competence fare just as well.
But how does one project competence? “That’s a complex question,” Laustsen admits. “Good looks can carry an implicit assumption of competence.” This phenomenon, known as the ‘glory effect’, leads us to ascribe a range of positive attributes to visually appealing individuals.
“When someone has a baby face—characterized by round features and large eyes—it may come off as youthful and even childish,” Dammayer notes, hinting at potential drawbacks in such perceptions.
Laustsen adds that our evaluations of candidates are not dissimilar to the psychological evaluations we make in everyday encounters. “We assess fundamental traits—competence, warmth, openness,” he explains. “While it may feel superficial to judge by appearance alone, the same psychological mechanisms are at play.”
Representing Voter Ideals
Interestingly, the characteristics voters prefer in candidates can vary. For instance, candidates on the right may benefit from appearing more “masculine” or “dominant,” while on the left, such traits could be perceived negatively. “A strong, dominant aura can attract more votes on the right,” Dammayer explains, drawing attention to the nuances of voter preferences.
In essence, while it is the ballot that will ultimately decide the outcome, our subconscious reactions to candidates’ appearances may very well shape our choices long before we step into the voting booth.
