Fit In First, Then Stand Out.

The Psychology of Professional Headshots

The ideas in this blog post build on a recent conversation on the Two Am I podcast featuring Adam Ferrier. An episode that unpacked how brands (and people) must first fit in before they can stand out.

Adam Ferrier: Building a brand, nurturing creativity, and embracing the unconventional September 12, 2025.
Listen Here-> https://linktr.ee/twoamithepodcast

Why First Impressions Still Matter

In business, your headshot is often your first and most important handshake. On LinkedIn, a corporate website, or a conference bio, people form judgments in an instant. Research shows that in just 100 milliseconds, observers decide whether someone looks trustworthy and competent. For reputation-led professionals, those micro-impressions can open doors or quietly close them.

The Lesson: Fit In Before You Stand Out

Consumer psychologist Adam Ferrier puts it bluntly:

“If you’re an energy drink company, the first thing you have to do is look like an energy drink. It’s got to come in something that you can put in a fridge, have a few energy cues on it, and stuff so people know that you’re an energy drink. Once you do that, then you can start to play with it and differentiate.”

This is the paradox of distinction: you must fit in first to be seen, and only then do you earn the right to stand out.

The Science of Why Familiarity Builds Trust

Our brains lean on category cues — expected visual signals that act as shortcuts.

  • Fit in = credibility. Suits for bankers, neutral palettes for consultants, white coats for doctors. These cues say: I belong here.
  • Stand out = memorability. Once trust is secured, a small twist (colour, warmth, individuality) makes you distinct.

Psychologists call this processing fluency: when something looks like it belongs, it feels safer, easier, and more trustworthy.

Case Studies That Prove the Rule

  • Red Bull: Fit in with can format → stood out with slim cans + extreme-sports branding.
  • The Ordinary (skincare): Fit in with clinical bottles → stood out by stripping back glamour.
  • Tropicana (2009): Dropped its iconic orange-with-a-straw → sales fell 20% in two months.
  • Crystal Pepsi (1992): Looked like lemonade, not cola → consumers rejected it outright.

The message: belong first, then differentiate.

Applying It to Headshots

1. Fit In: Establish Credibility

  • Wear professional attire aligned with your industry.
  • Keep the background neutral and uncluttered.
  • Use high-quality lighting and sharp resolution.
  • Show confidence through posture and direct eye contact.

These cues are your “stripes.” Without them, you risk invisibility.

2. Stand Out: Add Individuality Safely

  • A subtle colour or accessory.
  • A genuine smile or thoughtful expression.
  • A contextual background hint (bookshelf, blurred office, cityscape)

Distinctiveness works best when it rests on a base of credibility.

3. Avoid Over-Differentiation

Holiday snaps, gimmicky props, or casual selfies break the category code. They don’t read as personality — they read as unprofessional.

The Zebra Test

As Ferrier puts it:

“Zebras have stripes because if you don’t have stripes, you don’t even get seen as a zebra. But every zebra also has a unique stripe pattern, so that’s how they stand out from each other.”

Your headshot works the same way. Credibility first, individuality second.

Final Word

The principle is simple:

  • Belong first – use the codes of professionalism to earn trust.
  • Stand out second – add individuality once that trust is secured.

That balance is the difference between being seen and being overlooked.