Primacy Effect: First Impressions Count (with tips on how to use it)

Are you aware that the first impression you make with your product or service plays a crucial role? This "first impression" factor is known in psychology as the primacy effect.

In this article, you'll learn what the primacy effect is, how it works, and how you can use it effectively in your online marketing.

What is the primacy effect?

The primacy effect, a psychological principle first formulated by Solomon Asch in the 1940s, states that the first information we receive has a strong influence on our overall image and judgment.

For example, when you read a list of words, you are more likely to remember the first few words rather than the ones in the middle or at the end. This is due to the primacy effect.

Application of the Primacy Effect in Online Marketing

In online marketing, the primacy effect can be used as a powerful tool. Since users tend to give more weight to the first information they see, marketers can use this effect to highlight important messages or offers.

A typical example of this is the design of landing pages. The crucial information or offers should always be placed at the top of the page so that they immediately catch the eye. This way, they can take advantage of the primacy effect and are more likely to be anchored in the user's memory.

The Primacy Effect and Social Media Marketing

The primacy effect can also play a decisive role in social media marketing. Here, the most important information or the most meaningful part of your post should be placed at the beginning. This increases the likelihood that your followers will remember and notice the message.

4 practical tips to use the primacy effect in your online marketing

Using the primacy effect in your online marketing can help you capture the attention of your target audience and deliver the messages you want. Here are a few tips on how you can use the primacy effect:

1. put your most important points at the beginning:

Whether it's an email, blog post, product description, or social media ad, put your most important points or offers right up front. That way, you'll make sure they're seen and remembered right away.

2. use strong visuals:

Visual content is often perceived faster than text. Use engaging images or videos at the beginning of your content to grab your audience's attention and highlight your most important messages.

Optimize your website and landing pages:

Make sure your website or landing page is designed so that the most important information or call-to-action is immediately visible when a user arrives on the page.

4. use clear and concise messages:

Keep your messages short and clear. Long, convoluted sentences can cause your audience to lose focus and miss important information.

With these tips, you can effectively use the primacy effect for your online marketing to improve your audience's awareness and engagement.


The primacy effect is a psychological principle that has a great influence on our perception and memory. By effectively using this effect in your online marketing, you can focus the attention of your target audience on your most important messages and thus achieve your marketing goals more efficiently.