The Cheerleader Effect: Why Things Look Better in Groups

By Kath Pay

(and how to use it in your emails)

Ever noticed how a group of people in a photo all seem more attractive together than they do individually?

That’s not just your imagination. It’s a psychological phenomenon known as the Cheerleader Effect. And it has some surprisingly powerful implications for your email marketing and digital design.

What Is the Cheerleader Effect?

The term was first popularised by How I Met Your Mother, but it turns out the science holds up.

The Cheerleader Effect refers to our tendency to perceive people (and things) as more attractive when they’re part of a group than when they’re viewed on their own.

It’s a classic System 1 bias, which is fast, unconscious, and driven by visual shortcuts.

Researchers Walker & Vul (2014) confirmed it in multiple studies: when participants viewed photos of individuals alone versus the same individuals in a group, the group version was consistently rated as more attractive.

Why? The brain “averages” what it sees, blending features and smoothing out flaws. This visual averaging makes everything seem a little more appealing, and it happens without us realising it.

When we group things together, our brains evaluate the group, not just the individuals in it.

Why the Cheerleader Effect Matters in Marketing

Because marketing, especially email marketing, is increasingly visual.

In inboxes full of competing content, first impressions are everything. And the Cheerleader Effect gives you a way to subtly guide perception by leveraging visual context.

This bias works especially well when:

You want to boost perceived credibility (testimonials)
You’re showcasing multiple items (products or services)
You want something to feel popular, desirable, or part of a tribe

How the Cheerleader Effect Works in Email Marketing

Let’s look at some practical ways this plays out:

1. Group Testimonials

A lone testimonial might get missed. But 3–5 testimonials grouped together, especially with headshots or logos, creates a social credibility boost. The perception is: “All these people trust you. You must be worth it.”

Even better if they share a common tone or story thread. Cohesion enhances the group effect.

2. Showcase Product Collections

One product image is nice. But a collection of related products (e.g. “Most Loved,” “Staff Picks,” “Bundle & Save”) triggers visual averaging and signals desirability.

Even if someone doesn’t want that product, seeing it next to others they do like raises its perceived value.

3. Use Team or Customer Photos

When you show your team or your customers, don’t isolate them in headshots. Instead, use group photos, customer collages, or “people using your product” scenes. It creates warmth, relatability, and trust.

4. ‘Other People Bought These Too’

Yes, this overlaps with Social Proof, but pairing it with visual grouping amplifies the effect. Think product carousels, grids, or “complete the look” blocks.

What Not to Do

Not every group works. The Cheerleader Effect only helps when:

The items are related or cohesive
The visual quality is high across all assets
There’s clear structure to the layout

So make sure you avoid:

Sloppy or unrelated images just to create a group
Overloading your layout with too many elements
Poor-quality visuals that dilute the overall impression

And remember, your brain averages up, but it can also average down.

Bonus Tip: Combine with Other Biases

The Cheerleader Effect pairs beautifully with:

Social Proof – show clusters of logos, reviews, or usage stats
Authority Bias – group endorsements or media mentions together
Mere Exposure Effect – repeat your product visuals across formats and placements

The more ways you can frame your message with context, the more persuasive it becomes.

Test It for Yourself

Want to see the Cheerleader Effect in action?

Try A/B testing these ideas:

Single testimonial vs. testimonial group
Lone product feature vs. curated product collection
Isolated team headshot vs. group photo

Track engagement, scroll depth, clicks , even perceived trust or satisfaction in post-send surveys.

You may be surprised how much visual context can influence perception.

Final Thought: The Company You Keep Matters

The Cheerleader Effect is a reminder that perception isn’t just about content, it’s about framing. We don’t just judge what we see. We judge what surrounds it.

So ask yourself:

Are your best assets standing alone… or being lifted up by the group around them?

Because in design – just like in life – sometimes it pays to be part of a team.

Like insights like this?

Subscribe to my newsletterto learn how psychology and behavioural science (plus a ton of other awesome email tips) can drive smarter email marketing, without manipulation.