In an article in Swiss “Alpha” Christian Fichter explained on Saturday the importance of a corporation’s image. It is still a widespread – and false – assumption that people judge based on facts. But the examples he gives, prove the opposite. E.g. they made a study in which they gave readers articles to read. The articles were identical but for one group they were printed in the layout of Blick, a Swiss rainbow paper, for another group in the Layout of NZZ, a paper that is known for accuracy and seriousness. Although both articles were the same, the people interviewed judged them exactly as you would expect, knowing both papers’ images. The Blick layouted article was perceived as exciting, well readable, but also superficial. The NZZ layouted article was perceived as difficult to read, in-depth, serious, well researched. The same article…
There are more examples, but I think this one alone is enough to make it clear: the image of the sender is far more important than the content of message.
