Profile Photos Dominate First Impressions in Online Dating “Halo Effect”
A recent study by Witmer, Rosenbusch, and Meral (2025) has shed light on the factors influencing initial swiping decisions on dating apps. The research indicates that profile pictures play a predominant role, with other elements like bios, occupation, and intelligence having comparatively minimal impact – at least not at the initial stages of a connection, before the two users have begun to talk in a meaningful way.
The study involved 445 participants in Germany who evaluated AI-generated dating profiles based on various attributes, including physical attractiveness, height, occupation, biography text, intelligence, and similarity to themselves. Findings revealed that a 1.5-point increase in attractiveness (on a seven-point scale) led to a 20% increase in matches, whereas a similar improvement in biography text resulted in only a 2% rise.
The researchers suggest that the prominence of profile pictures can be attributed to the “halo effect,” where positive impressions of someone’s appearance lead to assumptions about their other qualities. Additionally, the design of dating apps, which often prioritize images over text, may further amplify the importance of photos in swiping decisions.
However, the study also highlights that while appearance may initiate a connection, it is not sufficient to sustain it. Factors such as personality, shared values, and emotional connection become more significant as interactions progress. This suggests that while a compelling photo can attract attention, the substance of the profile is crucial for maintaining interest.
The research also points out that attractiveness is subjective and can be influenced by various factors, including body language, grooming, and authenticity. Moreover, dating apps that encourage users to share more about their personalities, such as through prompts or voice notes, may help highlight qualities beyond physical appearance. With more and more apps moving towards meaningful dating and connections built less on physical traits, users may be increasingly pushed to focus on personality over looks – but photos are unlikely to stop being a major part of starting a conversation in the first place.
