Concessions and failures are nothing. Image and reputation are everything.
Selected excerpts about reputation and image from Simon Vine's book “Success is not an accident. Laws of career growth", which is published in February by Alpina Publisher.
Simon Vine is the Managing Director of Alfa Bank and heads the Debt and Derivatives Markets division. He is considered one of the leading specialists in Russia in financial consulting, trading and investment operations.
It is necessary to distinguish between reputation and image
Reputation is a meaningful part of the image, and it is “earned”. Image"create". Often people with a bad reputation have an image successful people. In such cases, the image is a wrapper without the candy. On the other hand, you may have a great reputation but not the image of someone who “they” should pay and promote, and therefore you do not feel fair recognition from your point of view.
The difference between these terms is explained by the observation that people do not buy chocolate truffles in torn wrappers. An exception is possible only if the buyer is hungry, or the candy is sold at a large discount.
Perhaps everyone will admit that you do a good job, but there is something wrong with the wrapper. You are kind of strange, with quirks. Or, it happens, you laugh out of place. Or quarrelsome - “negative energy.” That is, you have a good professional reputation, and, of course, you are essentially a truffle, but your wrapper is damaged.
The cost of promoting a product is often 70% of its cost. Of these, a significant part goes to maintaining that same image. In other words, the cost of inventing and creating products is 30-40% of their total cost. Why should this be any different for a product called labor?
If we generally agree with this logic, the reputation of a professional is not the main thing in success.
Admit it, how much time do you spend on developing your professional training compared to working on your image? Many times more, isn't it? Then another question: what image do you have now and what, in your opinion, should it be? People rarely ask themselves the first question, because they believe that others think about them the same way they think about themselves, which, as a rule, is not true. But even if they ask, it is difficult to get an answer. The easiest way is to ask others, but it also largely depends on their friendly attitude towards you.
In general, understanding how you look in the eyes of others is not an easy task. But you need it! So find a way.
But even if you can't grasp this yet important point, you still need to work on it. And one of the first rules for improving your image is
The first rule: do not show sadness and confusion.
In 2008, we had the opportunity to observe on television the behavior senior managers companies that are having problems. Lloyd Blenkfine, the head of the American Goldman Sachs, and Tony Hayward, the head of the English oil company BP, seemed especially expressive. Both were under extreme stress, but Goldman's man did not look depressed.
It is difficult to say how much influence image had on their careers at that time, but for the average person in the moment of failure, a demonstration of confidence and goodwill is decisive: no one wants to own or handle damaged goods, and this is exactly how a person in a bad mood is perceived.
Second rule: you should control the tone of your communication
Think critically about the text of your messages e-mail and guess in what tone the recipient might read them. Using words with double meanings can cause conflict or confusion. Your messages represent you and help build your image. Make sure that the letter sounds polite and demonstrates the qualities you want to convey to people.
Third rule: don’t forget to talk about your achievements
Don't assume that anyone will remember them or rightly attribute them to your account.
For example, it was not Columbus who created the legend about himself, but Amerigo Vespucci: he put his name under the maps and actually introduced himself as a discoverer, since, in the absence of the Internet, his contemporaries decided that he was the discoverer of strange lands. He died rich and famous, while Columbus died poor and much less known to his contemporaries. So remember Golda Meir's advice: "Don't be so humble: you are not so great."
Fourth rule: present your image favorably
Figure out how to compose interesting message, highlighting your advantages.
Fifth rule: your own opinion, but not your own facts
When you argue, it is important to remember the words of politician Daniel Moynihan: “You are entitled to your own views, but not to your own facts.” People notice and appreciate that you don't twist the truth to make your point. The expectation is that difficult situations you will behave honestly - an important trait that opens up many opportunities.
How to control external factors
Above we talked about meaningful work on your image. But that's only half the story. The second half is controlling the influence of others on your image.
Acute situations at work often resemble advanced versions of the game of “broken telephone”, which you have probably ever watched with a laugh.
“Broken phone” is omnipresent. To avoid this effect, double-check how your potential critics (that is, everyone involved in the project) understand what you said.
Given this effect, your ideas must be presented simply and clearly read, otherwise they will be distorted.
If someone begins to criticize your ideas that he heard in someone else's presentation, ask him to repeat what exactly, in his opinion, you said and in what context.
Most likely, it will turn out that the thought is distorted.
In addition to controlling attempts to actively and passively misrepresent your words, you should make efforts to avoid getting into situations that end badly, even if it is not your fault. And you need to do this constantly.
For example, after analyzing a failed situation in which it was not your fault, you should tell everyone that your fault was not found, and not rely on correct delivery information from third parties. You have to “cleanse” the consciousness of others from distorted ideas about you and your ideas. But this should not be done spontaneously, not immediately after detecting a distortion, but at a convenient moment after some time.
To be 5% wrong is to be 50% guilty.
This rule contradicts any idea of justice, and therefore is perceived extremely painfully. Consider one of the investigations into organizational failure. Usually these "exercises" are officially called "analysis of how to avoid similar problems in the future", but they often turn into witch hunts. Reports rarely note who was right. But from the very beginning they suspect that everyone was to blame to some extent!
Try to understand this situation: you were deceived, but it was not someone who deceived you, but a member of your own team, thus the whole team risks not reaching the finish line. People around you see that your partner is generally to blame, but the team hasn’t arrived! So you become an accomplice to failure. And period!
You, of course, will immediately point your finger at him, but your boss will say something like this: “Learn to find a compromise,” “You’re out of luck,” “You’re always right and everyone else is wrong,” or “You turn people against you, so next to they do stupid things with you.” That is, the partner is to blame, but the task was disrupted with your participation. It turns out that you are dirty too...
That's why, even if you have emails confirming the fact that you are not guilty, someone will find words in them that will question your alibi. Even without this, you may be accused of inaccuracies. That is, there will always be a way to attribute 5% of the blame to you, but because of them you will end up on the list of culprits.
Because such reports most often do not mention the proportion of fault, and only know that you are also to blame. This kind of social cruelty, where lack of guilt is confused with actual guilt, is one of the main reasons why it is better to find a mediocre solution to a conflict than to later explain that you did everything possible to avoid failure and thereby allow your image to be tarnished.
Don't forget how important openness is
In the memoirs of Schellenberg, head of foreign intelligence fascist Germany, available next episode. Soviet experts invited to the exhibition of the latest weapons of the Reich were not particularly interested in the latest developments in German tank building. Because of their sluggish reaction, the Nazi intelligence officers observing them concluded that the USSR had more advanced developments. They were not mistaken: the start of production of the T-34 was approaching in the USSR, best tank Second World War.
In their careers, many strive to develop an image “ open person", seeking advancement, someone's love or respect.
There are also those who think that by demonstrating their friendliness at a certain moment, they will thereby neutralize any wrongdoing. Some believe in the generally accepted advice that in order to advance successfully, you must constantly be “yourself” - both on and off the job. Therefore, while the military is doing its best to hide its secret developments, while at the same time trying to unravel the enemy’s plans through hints, in the career field people are striving with all their might to show their “true self.”
Is it right to fully reveal your essence in order to appear “one of us” or “principled”? The beginning of the chapter suggests the answer. However, this “no” is forgotten when the desire for recognition or regret suddenly arises.
“Seductive” situations often arise during trainings or corporate games, when people are relaxed. Behavior in such situations has a disproportionate impact on the image, since the participants themselves raise their visors, expecting to see the naked soul of others. And perhaps because of this, expectations make more important conclusions based on observations than the situation actually allows.
In all circumstances, try to maintain the image in which you want to be remembered.
For example, according to In the coach's scenario, you have the role of violating some order. You instantly got used to the character and came up with ten ways to evade responsibility for an offense. At the same time, you wanted to show off your ingenuity or ability to transform, entertain others and earn praise. As a result, you received praise, and everyone discovered the actor in you... However, now everyone is convinced that you are capable of duplicity and hiding facts!
Another variant: As an exercise in self-flagellation, the boss invited you to express everything you think about him.
And “Ostap got carried away.” But the five minutes of openness is over, and then you will have to live with your boss for the rest of your life.
In other words, at the moment when everyone expects others to behave openly, it’s time to enter the image of the “ideal hero” and surprise with your integrity, devotion to corporate values, and so on, and not get completely drunk and court colleagues of the opposite sex and tell vulgar jokes in order to present yourself as a “shirt guy.”
To improve your image, avoid conflicts
The epigraph to this chapter can be people's council on this topic “if you see a drunk, move away, if you see a fight, go around.”
Straightforwardness as a means of achieving goals in our time is valued only in a peaceful context.
Those who resort to “military” actions risk being branded as quarrelsome or undiplomatic people. Then, even after achieving the goal of a particular project, they move away from success.
Recall that our perception of our own actions may differ sharply from the perception of the same by others because, in part, our views may “offend” the ideas of others.
In some cases, people achieve success by being principled and, from their point of view, “knights,” but more often they find that, despite their best efforts to lay railroad tracks into a new future, achievements are attributed to other employees or the team as a whole. And when management, often not privy to all the details, notes that these “knights” irritate the “community”, they are paid less for the most important achievements for the organization.
Tactics of someone who achieves goals while remaining pleasant to collaborate with
"Give up half a slice" technique
The simplest algorithm for avoiding conflict for the sake of maintaining an image is the rule “give half a slice,” that is, retreat from an uncompromising position. This rule means that you should not assume that everything will happen according to your scenario, since your partner or rival may expect the same on their part.
Following this logic, conflict situations it is better to avoid and seek a compromise, even giving up part of what is personally due to you - your “half a slice”.
As already mentioned, in the world of constant quality control of teamwork, in tactical terms, it is better to ignore the unprofessionalism or insufficient level of responsibility of a partner and give in to him in something than to run into joint failure.
"Swap Shoes" Technique
Put yourself in the shoes of someone whose function might put them in an awkward position, or invite your partner to imagine themselves in your place.
The recommendation to put yourself in others' shoes is crucial in understanding how you will feel in someone else's shoes. The effect of different sensations from one situation is most often reduced with the help, as already mentioned, of direct communication. A simple conversation with others about how they understand common task, clearly shows a difference in the perception of the problem, and not a lack of desire to cooperate.
Technique “Don’t demand loyalty from others”
There are people who do not show hostility towards you personally, but are at enmity with your friends. In such situations, you should not succumb to the emotions of your friends, but you need to maintain your image as a mature person who knows how to maintain smooth relationships.
To build an image you have to make a lot of concessions. But it is important not to perceive them as losses, but to remember why you are doing them.
This is what Stalin did when he gained power over the more popular Trotsky because Trotsky divided those around him into those who were “for” and “against” him. Acting on the principle “those who are not with me are against me,” he made himself many more opponents than Stalin, who early stages“fought” only with direct rivals. One of the key reasons for Trotsky’s loss in the political struggle was his excessive demands on the loyalty of others.
"Don't fight on two fronts" technique
If conflicts do break out, don't fight on two fronts. When delays in work or mistakes of others are repeated or accumulated, your “internal fuse” can give out, and the accumulated irritation can escalate into conflict with several people at the same time. If this happens, in best case scenario there will be no one who will reconcile you with the antagonist; at worst, your enemies will unite against you.
In this case, even if your arguments are justified, you will create an image of a neurotic. “Something happened to him,” people will say, forgetting to mention the essence of the problem. There will be no one to explain the episode to you, because everyone will be against you, and management will tell you that “everyone cannot be wrong at the same time, you are probably the cause of the problem.” Do you need such an image?
The life of a modern person is closely connected with his activities. Success in any business, and especially in business, depends on many factors. Some of them are difficult to influence. But there are also those that simplify or complicate movement along career ladder. One of these factors is the overall appearance of a person and everything that is directly connected with it: hairstyle, clothes, accessories.
Residential image - what is it?
It's hard to deny the importance of first impressions. It is believed that an opinion about a person is formed in the first five seconds of communication. But during this time you can only say a few words. Our appearance speaks for itself - physique, accessories, style of clothing, hairstyle, general grooming - all this is a habitual image.
The influence on others through appearance cannot be underestimated. Those planning a career should learn how to look right in any environment. Matching the situation is one of the components of the image that business people adhere to. A formal suit at work, a tuxedo or evening dress at a reception, always appropriate accessories and a car that suits your status.
Components of a residential image
As mentioned above, the habitual image consists of many components. The other person is perceived as a whole image. Therefore, self-feeding technology requires the most conscious and thoughtful approach. Not a single element should stand out from the created image, so as not to create dissonance.
The residential image includes a number of elements:
- Features of the human figure. It is well known that subconsciously we endow a stranger with certain character traits, depending on the parameters of his body. Moreover, these characteristics may not correspond to reality at all. If you are planning a public career, then you should think about bringing your figure to the accepted standard.
- Clothing is one of the leading components - it depends on it correct formation business image.
- Hairstyle. This concept includes hair color, haircut, styling, cleanliness and healthy appearance. The head should be washed, the roots should be dyed, the haircut should be selected according to the type of face.
- Every element of the wardrobe. Accessories and surrounding things. They should be addressed Special attention. Bag, watch, belt, jewelry must be good quality and recognizable brands. The surrounding elements that create a residential image include a car, an office and the office itself with furniture.
Features of the image of a business person
Any person, whether he wants it or not, creates his own image and thereby broadcasts to others his position and attitude towards the world. There are quite a few professions in which success and career advancement directly depend on appearance. Or more precisely, from the ability to present oneself correctly and create a habitual image.
There are no unimportant things in business. Everything that surrounds a person works either for him or against him. Residential image business man will differ from the image of an athlete or an artist. It is distinguished by special thoughtfulness of all elements, general restraint color range and understated elegance. An important factor is the cost of the suit and accessories. The high cost of the image should not be obvious, but at the same time be quite noticeable.
Business image of men
A man engaged in business or pursuing a public career must consciously form the correct appearance. He should take into account all the necessary components in order to always be on top.
- Business attire is a suit combined with a shirt and tie. It is very important to choose a jacket and trousers that fit your figure. They should be slightly loose and of optimal length. The legs of the trousers should not expose the ankle, but at the same time they should not touch the ground. The sleeve of the jacket should reach the wrist bone, so that the cuff of the shirt is visible. The color should be chosen based on the season. For autumn-winter - dark, for spring-summer - light. Pure black and boiling white should be avoided - these shades are too specific.
- Business people wear shirts with a suit long sleeve and definitely a tie.
- Shoes must be appropriate for the season, with closed toes and always lace-up. Sneakers, moccasins, sports slippers with Velcro, and sneakers are not allowed.
- A business man should very carefully monitor the condition of his hands and especially his nails; dirty nails with burrs are unacceptable. Jewelry on hands is acceptable wedding ring and high-quality expensive watches.
- Hair should be well-groomed and neatly cut.
- For business documents and personal belongings, you should purchase a high-quality leather briefcase.
Business clothing for women and other features of the overall image of a business woman
For women pursuing a career, it is much more difficult to create a business image appropriate to the situation. Most often they have more choice, but this is often confusing. In addition, any lady wants to look quite feminine and at the same time feel comfortable in a work environment.
To fit into a work image, business clothing for women must meet the following parameters:
- You should maintain a calm color scheme: darker in winter, lighter in summer. Bright shades in clothing are allowed only in accessories, for example, a neckerchief.
- Clothes should not be see-through. If in doubt, look at the wardrobe detail towards the bright light. Choose thick, lined fabrics.
- Women do not have to wear a business suit, but should pay attention general appearance outfit - it should be quite closed.
- In a work environment, bare shoulders, revealing necklines, miniskirts, too-tight trousers and other elements that make the image frivolous are unacceptable.
- Shoes should be selected with closed toes and heels. A heel is not a mandatory attribute of a business woman's image.
When creating a business-like image, a woman should pay enough attention not only to clothing, but also to the image as a whole:
- Hair should be natural color. If you use paint, shade the roots in a timely manner. It is acceptable to wear shoulder-length loose hair as long as it is styled neatly, otherwise it should be tied up.
- Neat and discreet makeup for a business lady is mandatory element image.
- Decorations should be small. Gold and precious stones must not be worn in daytime, the exception is the wedding ring. Perfect option- semi-precious stones and high-quality jewelry.
- The aroma of perfume should be soft and unobtrusive.
- A business woman's hands should be well-groomed, with a neat manicure. Decorative coating on nails should be discreet.
- Choose your business accessories carefully.
The influence of body type on image
One of essential elements The dimensional image is based on bodily parameters. Unconsciously, we perceive and evaluate people based on their body type. A large person seems more significant and trustworthy. However, an overly large body is beginning to rather frighten and cause mistrust.
With the right selection of wardrobe, you can smooth out the first impression a little. It is worth striving for average parameters. If there excess weight, you should contact nutrition and sports specialists, this will help normalize it and definitely improve your business image. Fit and athletic people inspire the greatest confidence.
Perception of hairstyle and its influence on image
Hair is one of the the most important elements image of any person. The visual perception of the interlocutor often begins with the head. Hairstyle plays decisive role in creating the desired impression. It sets the main sound of the image and either harmoniously combines or creates strong dissonance.
Basic rules for a competent hairstyle for a business person:
- First of all, the hair must be clean. It is absolutely unacceptable to appear in polite society with a greasy, bad-smelling head. This is a sign of a careless attitude not only towards yourself, but also towards others. If you don’t have time for hygiene procedures at all, use dry shampoo.
- Hair should either be neatly trimmed or tied up. Long hair, for all their beauty, they create a completely frivolous and non-working image. You should carefully monitor your haircut and visit the hairdresser regularly.
- Gray hair can look very dignified, it adds solidity and confidence. If you prefer to paint over or tint your gray hair, regularly renew the color on your roots.
The importance of the right accessories for creating a business style
A business image consists of many elements. Of course, the main thing is clothes. But don't underestimate the importance of accessories. They are the ones who make the image complete. Properly chosen, they can greatly improve or completely ruin the first impression.
Business accessories include:
- watch;
- briefcase or ;
- bag for other things;
- pen;
- glasses;
- belt for trousers;
- headdress and scarf;
- cufflinks for men;
- jewelry for women.
When choosing certain accessories for your work outfit, pay attention first of all to quality and style. Things should be laconic and at the same time look quite expensive. Rhinestones and excessive brightness are unacceptable. Products made from yellow gold are considered a sign of bad taste. The exception is the wedding ring.
The belt and briefcase should be made of genuine leather of a single color. It is advisable to have several sets different color, appropriate for the season and clothing. The frame of the glasses should, first of all, look harmonious on the face; medium-sized glasses fit best into a business image.
A watch is one of the most important business accessories. Don't buy cheap knockoffs of expensive brands. You can buy a high-quality replica from a trusted manufacturer, but it’s better to get the original. A watch is a status item, and having spent once, you will receive quality for many years.
As far as jewelry, follow the rule - the less, the better. Earrings, bracelets, beads and rings should be present in a business attire very sparingly. It is best to get by with a couple of elements, for example, discreet earrings made of silver metal and a small string of pearls. For your daytime wardrobe, it is advisable to make sets of high-quality costume jewelry, and leave items made of precious metals and stones for special occasions.
Errors in the formation of a residential image
Even fairly experienced business people can make mistakes when creating their corporate image. These flaws can be perceived as nice features, provided that they are few and not fatal.
Main mistakes when creating a business image:
- Misunderstanding fashion trends. for all its considerable conservatism, it is subject to fashion trends. For example, a few years ago it was difficult to imagine a businessman with an unshaven face, but current realities are such that wearing a beard has become an element of style. However, trendy trends should also be avoided. This is especially true for accessories and colors.
- Inconsistency of style elements. Strict business style does not allow sporty relaxation or shocking brightness. Some relaxations are acceptable in the afternoon or during a business trip. For example, a gross violation business style There will be a combination of strict, smooth fabric and moccasins or sneakers. This also includes sports bags, excessively large and bright jewelry, and unnatural hair color.
- Failure to comply with hygiene standards. Social norms require a person to be clean. All parts of the body should be neat and well-groomed. Clothing should be changed when soiled, and underwear, socks and shirts/blouses should be changed daily. At any time of the year you should use deodorants or antiperspirants, but make sure that their smell does not mix with the aroma of perfume.
- Be careful when using perfume. Remember that your business partners may react to the smell in completely different ways, including allergies.
- For a business woman big mistake is a complete disregard or, conversely, an excessive passion for makeup. Decorative cosmetics should softly and carefully emphasize facial features, but at the same time look as natural as possible.
These are basic style mistakes; they create dissonance in the image, and others will no longer be able to take such a person seriously. Take a good look at yourself in the mirror and remove anything that catches your eye. An impeccable business reputation and business image are the key to a successful career.
Who does not need to artificially create a business image?
For many people involved in the business sphere, there is no particular need to create a business-like overall image. Enough comfortable and practical clothes and suitable accessories.
These include:
- telephone consultants;
- remote employees;
- employees not directly related to working with clients;
- student interns.
A person's image is made up of various components. Moreover, what is very important, they all must be consistent with each other.
A person’s external image is hairstyle, clothing, accessories and other attributes (piercings, tattoos, etc.), which can tell a lot about their owner. Clothes can speak a few words for a person before he opens his mouth.
In addition, it is necessary to pay attention to personal hygiene and well-groomed appearance. People around you pay attention to trimmed, clean nails, fresh breath, lack of dandruff on the head, a clean-shaven face for men, neat makeup for women, and much more. A person's image is primarily influenced by his appearance. Therefore, you need to constantly take care of yourself, and do not forget that grooming is valued by people above all.
The facial image of a person is facial expressions, a smile, and facial expression. Nothing reflects the feelings and impulses of a person’s soul more than his gaze and facial expression.
It is worth examining your face in front of the mirror, finding out what happens to the eyebrows, lips and forehead at the moment of uttering phrases of varying emotionality (funny, friendly, cheerful, sad, tragic, contemptuous, etc.). You should monitor how much your facial expressions change and whether they correctly convey the emotions that correspond.
The kinetic image of a person is posture and gait, gestures and movements. People who walk with a pompous appearance, skipping with a shuffling gait, slouching, make a negative impression on others. A person may also make an unfavorable impression if he or she sits slouched in a chair, has his leg thrown over the armrest, or is in another inappropriate position.
Various closed postures (such as folded arms and protective gestures) also often turn people off. You need to walk and sit straight, but without tension. If your posture and gait are far from ideal, it is useful to do special exercises or dancing, this should help.
The verbal image is expressed in the voice, in the characteristic manner of speaking, in the style of speech and verbal turns that a person uses in a conversation, in his vocabulary (you can convey the same idea to the interlocutor in different words). Also, such an image depends on the choice of intonation and correctly chosen words.
In order for a person to make a favorable impression on others, he should use mainly words that will emphasize his integrity and reliability. For greater effect, you can use a pause or intonation to emphasize the most important words. For example, a sudden decrease or increase in tone makes a whole phrase or a single word stand out well. Speech must be convincing, logical and reasonable, and it must facilitate correct understanding.
A mental image is a person’s worldview, his principles, religious beliefs, ethical guidelines, and social stereotypes. We can conditionally divide people into idealists and materialists, destroyers and creators, pessimists and optimists, skeptics and those expecting a miracle, believers in the power of relationships or the power of money, etc.
A person’s background image is information that can be obtained about a person from various third-party sources - for example, from the media, from business partners, clients, acquaintances, etc. This is human “rumor” that runs ahead of a person. It turns out this way - first the personality works for the image, and then vice versa.
The material image of a person is everything that a person has: a personal car, a bed, dishes, the appearance of the house, the furnishings in it (paintings on the walls, family values, books, family albums). All this also tells a lot about a person. Therefore, before inviting guests to your home, it is worth considering whether the home can improve, spoil or consolidate the created image.
What else you need to know about image formation
Like the first impression of a person, his image is formed over a very short period of time. To change it later, you will need to try a lot. Therefore, it is better to always be ready to demonstrate your image.
The image that a person himself creates or helps him strengthen and develop success in interpersonal relationships, or slows him down in this. Every effort must be made to ensure that it is not random and spontaneous, but carefully thought out and conscious.
And finally, another important component of a person’s image is to strive to really be, and not just seem. This means that you need to try to master all of the above elements of your image, and not just demonstrate them.
How to create an image?
“Image” implies a certain image of someone or something (for example, a person, an object, a phenomenon). No image in modern world not enough. The image is formed in the public or individual consciousness by means of mass communication and psychological influence. Those. he is influenced to a certain extent by the public, acquaintances, relatives, etc.
A person’s image is his “calling card”; it creates the impression that we hope to make on others.
In a properly created image, everything is harmonious: external details (clothing style, shoes, hairstyle, accessories, jewelry, etc.) are thought out and selected, as well as voice and demeanor.
The image must correspond to the person’s internal qualities, character, temperament and lifestyle.
What does an image consist of?
Literally everything affects the image, including words, actions, clothes, hairstyle, shoes, facial expressions (how we smile, how we are sad), gait, gestures, posture, vocabulary, manner of speaking, etc.
Let us note that “individual style” and “image” are different concepts, although very close. Image is a specific role, image, and style is a broader concept that reflects the essence of a person, his inner self. You can always guess your preferred style by the hairstyle, cut or color of clothing.
Stylish man not only dressed with taste and thought through all the details of the wardrobe to the smallest detail. Everything he wears suits him perfectly. This is the correspondence of image to style, and style to image. The innate sense of beauty that is in every woman will help to form a harmonious image, as well as knowledge of the basic laws of stylistics, the basics of colorism and the definition of color type, and of course the study of one’s appearance and inner world.
7 rules for creating your image
Creating any image begins with appearance. Therefore, we decided to introduce the reader to some universal rules that can help you in this interesting activity.
Rule 1: “Avoid sudden contrasts in your image”
If you strive for a clear and fairly simple image, you should use the principle of unity.
For example, you want to look like a nice, defenseless woman whom everyone will pity and look after.
The implementation of the principle of unity assumes that you choose a solution that clearly conveys this impression through clothing. The image dictates the unity of stylistic choice (romantic, models for young people), one or another color scheme (only pastel colors), the choice of fabric (soft, delicate, plastic), accessories and additions (cute and touchingly sentimental). Everything in the image should fit one another. This image must match your behavior. Your speech, the construction of phrases and the set of words used, intonation and facial expressions along with the plasticity of movement - everything should work for him.
If the image matches your nature, then in such a situation it is easiest. If you want to appear like this, but in fact are very independent and strong in spirit, be careful that another principle does not work.
The principle of contrast presupposes such a construction of the image when an element (detail) is deliberately introduced that is inadequate to the entire image as a whole. It is this “inadequate detail” by contrast that attracts attention in the first place.
A contrasting detail objectively attracts our attention and can take first place when interpreting your image. It necessarily causes judgments that contradict the rest of the information (which is carried by the other components of the image).
Therefore, if you want to look like a rich woman who does not hide her price, dress in prestigious, expensive things, but do not forget to make sure that any detail does not make you doubt this (for example, a cheap fountain pen or unbranded lipstick).
If you want to leave only a hint of your material well-being and have the appearance of a person who does not seek to demonstrate it, wear one very expensive ring (but it should be readable) in combination with ordinary modest clothing. Attention! The principle of contrast works in the following situations:
- discrepancy between the part and the main one style decision outfit (thick warm stockings with an elegant silk scarf;
- the prestige and high cost of the element against the backdrop of modest clothing (expensive jewelry in combination with a chintz dress);
- the modesty of the element against the background of the overall rich and prestigious image (a smartly dressed lady with a shopping bag;
— various functionality (evening dress in combination with house shoes);
- various neatness and cleanliness (ironed, clean dress and torn stockings).
It is easy to guess that the proposed list can be continued, since the principle of contrast will work for any other reason.
The principle of contrast also manifests itself in the violation of the proportionality of the figure and volume of the product, the scale of the body and the pattern of the textiles from which the clothes are made. Failure to comply with the rule leads to the emergence of various unwanted illusions of visual perception that distort the figure. The principle must be observed when selecting fabric density to suit the body composition. Overweight women Airy, transparent veils and fabrics should be avoided. Fragile - it is not recommended to wear very hard, thick and rough fabrics.
Contrast of style and different things functional purpose leads to the emergence of negative judgments about taste and, in general, about the level of human culture. Similar judgments can arise when there is a contrast in a person’s behavior, gestures, speech and clothing. At the same time, clothing not only does not mask this discrepancy, but, on the contrary, emphasizes and reveals it. (For example, slang expressions from the mouth of a luxuriously dressed lady only increase the dissonance between her material and spiritual life).
Remember the famous movie “Pretty Woman” with the participation of the magnificent actors Julia Roberts and Richard Gere. Remember how, in the process of transforming the appearance of the heroine, she was born new woman. A gorgeous cocktail dress minus the necessary manners - we are looking at a prostitute in disguise. Clothes plus good manners - a society lady. Here's an image and the principle of contrast!
If the characteristics of the color type of appearance conflict with the characteristics of the clothing style, the principle of contrast comes into play. It will probably be interesting for readers to know that the color of clothing, according to the results of our research, plays a more important role in shaping our image than the color type of appearance! That is, the correctly chosen color of clothing corrects the impression of a hair color that is not very successful (from an image point of view).
It is known that each color type of appearance makes a significant contribution to the formation of the image. This impact can be measured in several ways.
The “Winter” type is bright, spectacular, coldly inaccessible, and in certain combinations - a femme fatale who knows her worth.
The “Autumn” type is a luxurious, bright, energetic, insidious and cunning woman.
Type “Spring” - tender, feminine, weak.
The “Summer” type is businesslike, confident, smart.
Each style also in its own way reflects the personality qualities attributed to clothing. We talked about this in “The Origins of Image.”
It would not be superfluous to remind you that the following combinations of color types are harmonious with the style of clothing:
“Winter” - with a classic style;
"Spring" - with romance,
“Autumn” - with avant-garde and fantasy styles;
“Summer” - with business and sports.
In any case, the statement (postulate) that the image effect caused by color is stronger than the shape effect, and the effect of clothing color in the image is more important than hair color (with the exception of fiery red hair), can be considered proven.
It is important to learn how to correctly use the principle of contrast when creating an image.
Rule 2: “Tell yourself what others need to know about you”
How much you can reveal your soul to others is up to you to decide.
Of course, if in some situation only the current impression is important to you, you should build an image in accordance only with your demonstrated “I”.
People around you should only think about you what you allow them to think about. Therefore you should choose suitable option impressions about you. You want everyone around to see" business woman" or "mother of the family"? “Blue stocking” or “sexy beauty”? “Successful specialist” or “loser”?
Here we should focus only on the patterns of image perception in our society. IN different situations clothing should match them as much as possible. The more stereotyped and precise you are in this expression, the less your individuality is visible, the better.
If you are interested in the task of self-improvement, you want to bring yourself closer to achieving your ideal self, then in this case, clothes should speak about it more accurately. In this case, the task changes; what is important is not what is needed in the situation, but what you personally need in order to achieve the necessary internal change and convince others of this.
Therefore, here, when choosing a style, silhouette and color in clothing, we must be guided by knowledge of the connection between their features and character and other psychological characteristics personality, imagine the possibilities of correcting one’s own soul with the help of clothes (for more details, see our book “The Language of Clothes”). In this case, the red thread in our appearance should be those traits that we want to develop in ourselves. Therefore, the image cannot be very different, it must always work for a super task!
But clothes can also express our real self. Then we shouldn’t think about the effects of social perception of our appearance at all. Is their opinion so important to you if a completely different task comes first? Even if those around you understand that this is the self-expression of people spitting on other individuals. Is this bad if this is exactly what you wanted?
Rule 3: “Clothing should be appropriate for your profession only in the workplace”
The most big mistake- wear a uniform outside of work or, even worse, dress in all situations as if you were going to work. This is especially common among teachers who, even at home in their clothes, remain strict teachers.
According to role theory, we play 3 roles in life: ascribed (the behavior expected of us), subjective (we ourselves expect from ourselves) and real.
Numerous foreign research show that professional clothing prepares a person for work, thereby facilitating the performance of the assigned role. But she also interferes in the performance of the real role. By remaining in professional clothes outside of work, we seem to continue to be at the workplace after leaving it. At the same time, we unconsciously transfer the same communication technique, the same manner of speaking from the professional sphere to another place.
Therefore, it is necessary to change clothes in different situations not only for hygiene reasons, but also for purely psychological reasons!
Anyone who goes to the theater in casual clothes is not just “acting badly,” but simply depriving himself of a small, but still, edge of celebration.
What to do when there is absolutely no time and you have to go from the “ship to the ball”. Practice shows that there is simple ways change the appearance using improvised means. A light thin scarf (hidden in a handbag), jewelry, other shoes, elegant overlays (capes, vests, transparent tunics and furs), worn over an ordinary business dress, can transform us beyond recognition. It's not difficult to learn this at all! Just don't be lazy!
Rule 4: “The image should give the information about age that you need”
In certain cases, clothing can make a woman grow up (more often this need arises for young women in the professional sphere of communication), or make her look younger (for example, older women in communication with men).
Only those who are convinced that “his years are his wealth” should dress strictly according to their age.
Most women want to look younger as they age. In this endeavor one should adhere next principle: Dress according to your appearance! If you can’t look like a girl, then it’s better to dress in clothes of an age group much younger than yourself.
For example, a woman of thirty years old can wear clothes from a youth range (for twenty-year-olds). The use of clothing that is two orders of magnitude inappropriate for your age will not only not rejuvenate you, but may, on the contrary, emphasize your lack of youth. For example, imagine “girly dresses” on a fifty-year-old woman.
It is very important to consider the influence of hairstyle on the perception of a woman’s age. In perception appearance For any person, their hair is the first thing their eyes fall on. It is by the hairstyle that we immediately recognize who is in front of us: a man or a woman, and what age. Therefore, you should wear hairstyles that modern young women wear and avoid very short haircuts!
It's hardly worth dressing like an old woman. This outfit is only good if you need to convince others that you will soon play the game! Or to make you feel sorry when making any request. During the war, it was precisely this manner of dressing that saved the life of one young woman who wore her grandmother’s clothes and avoided being sent to work in Germany because a German officer could not determine her age.
There is no war now, but if you have to return late in the evening alone, you should remember that it is the overtly erotic or simply very feminine appearance of the victim that can provoke the rapist. In this case, it won’t hurt to look older here either.
Rule 5: “Consciously change your color image”
To do this, first of all, evaluate what you want to achieve with your appearance. The general pattern of perception of the color type of appearance is as follows: the darker the hair color, the stricter the attributed characteristics. The lighter the hair, the more the perceived image shifts towards traditionally feminine characteristics.
Men have liked blondes since the times Ancient Greece. The fact that they still gravitate towards them is, in principle, quite scientifically justified.
Therefore, when deciding whether to lighten your hair or not, think about what impression is most important to you. Well, it’s really impossible to be blonde when dealing with men, to have light brown hair with your boss, and to have brown hair with children. After all, this is not a dress that is easy to change into - it’s our hair!
If you are artistic and would like to make a different impression everywhere, then in this case you can simply change the wigs. Come to one society as a blonde, to another as a light blond, and in a third appear with multi-colored strands. But the method is not universal!
Red-haired women have the most problems. Since childhood, “being red-haired” is bad according to the stereotypes of social perception. In adults there is no obvious discrimination, but at the level of interpretation the result is worse than all other types. Therefore, only a strong enough nature can afford to be a redhead, capable of resisting the negative aspects of how others perceive their hair! If the “Autumn” color type has bright red hair, then this is assessed as an additional minus.
When forming color scheme In your image, pay attention to the following.
No matter how you feel about the idea of dividing people into four color types by analogy with the seasons, determine your appearance according to this system. Who are you - “Autumn”, “Winter”, “Spring” or “Summer”? Perhaps you belong to an intermediate or mixed color type (for example, the skin in some places may be yellowish, in others - with blue tint, hair of an indefinite tint), then in any case, only you must decide which color type is subjectively yours, and how you look!
If you don’t like the natural type that your appearance belongs to, no one will stop you in your quest for change. Whatever you choose, advice on forming a color type can be taken as recommendations for finding a harmonious color design appearance, and for whom there may be nothing left of the natural.
But in any case, when wearing clothes of a certain color, use makeup of the same color type and make sure that your hair color matches it! No one here has the right to contradict you!
If you want to always look like “Spring” - please, if you want to be “Winter” - no problem! If you want to be in harmony with nature, great; If you think that nature has made a mistake, correct it. People undergo gender reassignment operations, and there should be no problems at all with decorative changes in appearance.
A wardrobe that is not your natural type will require appropriate makeup and hair coloring. It’s troublesome, but, as they say, beauty requires sacrifice.
It is necessary to determine whether it is worth changing your appearance to such an extent, although if you are convinced, and especially if it corresponds to the goals of life, do what your soul calls you to do!
There are women who dye their hair all their lives and generally do not perceive themselves in their natural color type, and there is no escape from this!
It is important that when deciding on an image, color harmony of appearance, clothing and image is achieved!
Rule 6: “Don’t forget about the obsolescence of things!”
Remember that the moral wear and tear of clothing may not correspond to its material wear and tear. Certain feelings about the obsolescence of any toilet may arise not only from the person wearing it.
The time of obsolescence of a thing varies greatly in different social strata and situations. Thus, a wedding dress should not be worn a second time if you have already been married in it, and a mourning dress can be used for many years (therefore it is better to choose it in a classic style).
For the bulk of things, obsolescence corresponds to a phase of a sharp change in fashion. In our country, cinema, pop and theater stars are treated especially strictly in this regard. One journalist, describing the latest film festival, noted with a note of indignation that one of the famous actresses has been appearing “with the same arctic fox on her shoulders” for the third year now. This attitude is similar to the widespread American belief that items should be worn until the first wash and generally for no more than a season.
It is no coincidence that disposable inexpensive things are widespread in America.
In Europe women's clothing- another period of obsolescence. European women prefer to have a few things and always of good quality.
In Russia we have not developed a European attitude to things, but we are not yet on par with the Americans. And then there are continuous perestroikas, crises, reforms.
As a result, our consumer demand (as an indicator of mass attitudes towards fashion) fluctuates much more than in stable countries. But we already have temporary differences in the obsolescence of things in different strata of society. Thus, according to the etiquette of high society, women should not appear in the same toilet in society more than three times. And this is already being monitored, for example, by the wives of the “new Russians”.
The season should be considered the universal period of obsolescence. This is literally genetically embedded in us, the change of season leads to renewal of nature, changes weather, mood and energy balance of the body. The soul longs for change. That's why most women happily buy things for the new season.
If an item has been in use for several years, then you should use the simplest ways to update it. New accessories and additions often change it beyond recognition. Indeed, the same simple, classic cut, plain dress without a collar can have a lot of transformation options using just a variety of scarves. If you don’t have Weber-Lorkowski’s book “Scarf. Scarf: Style and Fashion" (1998), which describes 24 techniques on how to do this - we highly recommend getting to know it.
Rule 7: “Clothes must look impeccable!”
All the tricks in building an image can come to naught due to the slightest deviations in the appearance of the product from its impeccable condition. The same principle of contrast works. Therefore, take care of your clothes and maintain them in good condition. The suit should always look like new!
Wear only clean and ironed clothes and make sure they are free of stains. Remember: “Coffee on a dress is no longer coffee, but dirt!”
So, for you, here are seven magnificent rules for designing your appearance.
Avoid unplanned contrasts in your image.
Say things about yourself that others need to know about you.
Clothing should be appropriate for your profession only in the workplace.
The image should give the information about age that you need.
Consciously change your color image.
Don't forget about the obsolescence of things!
Clothes must look impeccable!
