How does the halo effect apply to marketing?

The halo effect in marketing means that any characteristic of a product can affect how customers perceive its other characteristics, as well as how they perceive the product as a whole.

For example, poor packaging design can cause customers to think that the product is of low quality, even if there’s no direct connection between these characteristics. Similarly, appealing packaging can lead customers to view a product in a more positive light, even when it comes to attributes that aren’t related to its packaging.