How Brands Can Win or Lose Customers in Seconds: The Power of First Impressions

Written by Ethan Wilshinsky

Creative Member

They say you never get a second chance to make a first impression, and in today’s fast-paced virtual environment, that could not be more true. Whether you are meeting someone new or landing on a website for the first time, those initial seconds matter more than you think. In branding, that first glimpse can spark curiosity, build trust or send someone away. It is not just about being seen, it is about being remembered.

Psychologists at Princeton found that people form first impressions in just a fraction of a second. And once those impressions take root, they’re incredibly hard to change. Why? It all comes down to the brain. The limbic system—our emotional and memory powerhouse—plays a big role in shaping our initial opinions. Once we decide how we feel about something, that bias tends to stick, even if we later come across new information that contradicts it.

For brands, this means that the first interaction a customer has with you isn’t just important—it’s everything. Whether it’s a website visit, a social media post or an in-store experience, that first moment sets the tone for the entire relationship.

Let’s be real: we all judge books by their covers without even noticing it. Whether it’s a product or a website, the way something looks directly impacts how we feel about it. A study by Adobe found that 38% of people will leave a website immediately if they find it unattractive. Think about that—nearly four out of ten potential customers are gone in an instant just because the design didn’t resonate with them.

Now, let’s talk about something brands often overlook: consistency. Have you ever come across a brand that looks sleek and professional on Instagram but feels completely different on its website? That inconsistency creates doubt. Even small mismatches in design, messaging or tone can leave customers feeling confused—or worse, skeptical.

Trust is built through repetition. When a brand maintains a cohesive look, voice and feel across all platforms, it sends a message: “We know who we are, and you can rely on us.” On the flip side, brands that fail to maintain consistency risk losing credibility. And in a world where customers have endless options, credibility is non-negotiable.

Take Apple, for example. Every element of their brand—from their minimalist design to their messaging—feels intentional and authentic. Whether you walk into a store, browse their site or watch an ad, the experience is seamless. That is no accident. It is the result of a brand that understands the power of first impressions and never strays from its identity.

In the end, first impressions are more than just a moment—they are the foundation of long-term success. Brands that understand this invest the time to get it right from the start. I believe in establishing clear brand guidelines early on, grounded in thoughtful research and creative exploration. Sometimes, the best way forward is to look back—to study what has worked before and apply those lessons with intention. The strongest brands are built not by chance, but through consistent, nuanced strategies that evolve with purpose and clarity.