Authority

The authority principle is based on the belief that people trust and follow the advice of experts or leaders. When an expert endorses a product, people are more likely to believe it's good.

Here’s how to apply it in design:

• Expert quotes and endorsements: Share quotes from experts, celebrities, or other authority figures. For example, "Fitness guru John Doe recommends our workout gear."
• Professional credentials: Mention any relevant credentials. For example, "Developed by leading scientists.”
• Certifications and awards: Display any certifications or awards your product has received. For instance, "Winner of the Best Tech Award 2023."
• Reputable logos: Display logos of well-known and trusted organizations who endorse or use your product.
• Visuals of authority figures: Use images of doctors, scientists in lab coats, or lawyers in suits. For example, a doctor endorsing a health product.^[1]