Did you know branded uniform has the power to improve your team’s performance? It’s scientifically proven!
In this article, we’ll explain Enclothed Cognition (commonly known as the ‘white coat effect’) and show you how to harness it in your organisation.
The White Coat Experiment
We all instinctively know that the clothes we wear can improve our performance … but it wasn’t a scientifically-proven fact until 2012. In a study carried out at Northwestern University, volunteers were asked to carry out a series of simple tasks whilst wearing a standard white lab coat. Everybody wore the same white lab coat, but …
- some volunteers were told the coat they were wearing belonged to a doctor
- others were told they were wearing a painter’s coverall
To test performance, every coat-wearing volunteer was given the same list of tasks to complete. People who thought they were wearing a painter’s coverall performed these tasks no better than average, but those who thought they were wearing a doctor’s coat scored higher for attention to detail and carefulness.
Everybody wore the same white lab coat – the only difference was the symbolic meaning of that white coat in their minds.
How to harness Enclothed Cognition in your organisation
“You don’t need to dress everyone in white lab coats to boost performance,” says James Taylor, Global Sales Director of Taylor Made Designs. “What matters is the symbolic meaning of each garment. We pay close attention to Enclothed Cognition when preparing a branded uniform collection. It’s all about finding ways to make the uniform help staff feel strong, focused and at the top of their game.”
Some of the ways you can harness Enclothed Cognition in your organisation include…
Role-specific garments
First and foremost, branded uniform needs to be fit for purpose. Each garment needs to serve the wearer while they’re performing their role. For instance, engineers working outdoors often appreciate reflective panels and breathable vents on rain jackets and outerwear. It helps them feel safe and work safely. Salespeople crave crisp shirts and smart gilets to help them make a strong first impression. Give your colleagues the garments they need to do their best work.
Performance fabrics
Make sure the fabrics in your uniform feel comfortable, hang beautifully and stand up to the demands of the wearer. For instance, when we created uniform for Haven’s team of entertainers, we sourced a stretchy, colour-fast fabric that would hold its shape well and look great on stage throughout the busy holiday season. Haven’s entertainers can high-kick with confidence, and uniform looks just as sharp at the end of the summer as it did on day one. Learn more about our work with Haven.
Whole-of-garment branding
Branding doesn’t start and stop with left-breast embroidery. It should run through every thread of your uniform collection. We work with a range of trusted suppliers who can source or custom-manufacture garments in a range of colours, fabrics and designs. We encourage clients to consider the smallest detail on every garment in their uniform collection. Fabric weight, button colour and hem detail all have an impact on how an employee feels in their uniform.
Telling a better story
We encourage clients to opt for sustainable products wherever possible. Not only is this the right thing to do for the planet, but it can help your team feel like they’re a part of a responsible, values-driven enterprise. When uniform items have been made from organic, recycled or recyclable materials, this can help the wearer to feel helpful, virtuous and positive.
We are what we wear
“The white coat experiment proves what we have felt all along here at TMD,” Says Ed Taylor, Managing Director of Taylor Made Designs. “The power of symbolism in clothing is transformative. The uniform we wear has a huge impact on how we feel and perform at work, so it’s up to us to get it right … and if you need branded white lab coats, give us a call!”
Click here to request a no-cost, no-obligation uniform review