060 Gloss Bias
A preference for glossy versus dull objects.
• People find glossy objects more interesting and appealing than dull objects.
• For example, people generally prefer glossy lipsticks, jewelry, paper, and paints to their matte counterparts. Young children presented with glossy objects lick them significantly more than dull objects.
• The preference is likely an evolutionary artifact. The ability to find water sources provided early human ancestors with an adaptive advantage. Glossy surfaces suggested nearby water sources.
• Consider the gloss bias when selecting finishes. The bias applies to all objects and images of objects. The bias is stronger in general audiences, and weaker in audiences with experience with different finishes.
See Also Archetypes • Biophilia Effect • Savanna Preference Scarcity • Supernormal Stimulus
