Should You Smile for Your Headshot? Learn What a Smile Says About Your Brand

It’s no secret that people respond favorably to a smiling face. Smiles are a highly persuasive expression that is widely used in visual marketing. They leverage our innate empathy through what’s known as emotional contagion — we see a smiling face, we feel happy.

But when we’re advertising ourselves, which is essentially the purpose of a headshot, the implications are more nuanced. So, should you smile for your headshot? What’s right for your brand? Let’s first take a look at how smiles are perceived in a professional setting.

How A Smile Affects Our Perception of Warmth Vs Competence

While smiles are generally going to be perceived favorably, your industry and title should also factor into whether, and how much, you should smile for your headshot. A study from the Journal of Consumer Research finds that “smile intensity differentially affects two fundamental dimensions of social judgments — warmth and competence.”

While smiles and their resulting perception of warmth were seen as a positive in low-risk consumption, a big smile was seen to diminish one’s perception of competence in high-risk consumption.

Put plainly, we’re likely to respond more favorably to a big, warm smile from a nutritionist than from the surgeon charged with treating our cancer.

A Sincere Smile Imparts A Sense of Trust

(Copyright Paul Ekman 2003, “Emotions Revealed,” Owl Books, 2007.)

French neurologist Guillaume Duchenne identified a specific set of characteristics that we associate with a genuine smile, known as the Duchenne smile. Namely, these involve the cheeks being raised, the eyes narrowing, and the introduction of “crows feet” at the corners of our eyes. Though it’s fairly easy to fake a smile with our mouth, the eyes are much more difficult to incorporate sincerely (see here for tips on how to smile in your headshot).

We tell children to “say cheese” for photos, as this causes the mouth to approximate the shape of a smile. The eyes, however, are left unengaged, leading the smile to appear fake.

This distinction is key when gauging the authenticity of a smile in a headshot. A smile that is perceived to be sincere imparts feelings of trustworthiness, while one that appears disingenuous will have the opposite effect.

Choose the Right Smile For Your Industry

So, when is a smile appropriate? Your industry and job title can give you some cues as to what kind of tone is most fitting for your headshot. The degree to which you should smile tends to go hand in hand with the kind of gravitas and authority that might be expected of your position.

Those working in law, finance, and other forms of consulting or advisement may favor a more serious headshot or a subtle smile. Hospitality and entertainment industry professionals, on the other hand, might benefit from having a larger, warmer smile that aligns with the mood of their potential clients.

See the below images of some recent NYC corporate headshots we created to get a sense of how different degrees of a smile can change the tone of the headshot.

There is even ambiguity within certain professions. For example, you’d likely expect two very different tones from the headshots on an oncology office’s website versus a that of a pediatrician.

There is always room for a smile in any industry’s headshots — it’s all about degrees. Just be sure to align the tone of your headshot with you want to be perceived.

When in doubt, look to others in your industry to get a sense of best practices.

Capture A Variety of Expressions For Every Medium

Even if your industry or role is more suited for a serious headshot, you may still find use cases for your smile. Perhaps you’re contributing a piece for an industry publication or speaking at an awards ceremony and would like something with a lighter feel.

There are a number of public relations items that might be better served by a smiling headshot. To get the most out of your session, try to capture a variety of expressions and you’re likely to find uses for them down the road.

Should You Smile In A Headshot? Our Takeaways

Though a smile is never a bad idea, context is important. Certain professions and industries will lend themselves more towards bigger smiles, while others will be better suited towards a more moderate expression.

If you operate in a low-risk industry where consumption is linked with wants and joy, a warm, smiling headshot might be perfect. If instead your work involves high consumer risk with priorities on technical expertise and guidance, a more serious headshot will help convey the trust needed to bring in new clients.

Here’s a quick breakdown of what to consider when deciding if you should smile for your headshot:

• Industry Norms: Consider your role and industry expectations when deciding how to incorporate a smile into your headshots. Look to others in your field for best practices.

• Audience Perception: Think about your audience and how you want them to perceive your brand. Align your expression with those goals.

• Aim For Variety: Capture a variety of expressions to ensure versatility for any public relations needs. Even if your primary headshot is more formal, having a few smiling shots can come in handy for less formal needs.

Above all, a genuine expression is key. Trust is your brand’s best currency, and a sincere headshot will go a long way towards earning the trust of your audience.

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Still Debating If You Should Smile For Your Headshot?

If you could use some guidance on whether to smile for your corporate headshots in NYC, reach out to our team at Johnny Wolf Studio and we’ll discuss how to best represent your brand.