How to create a memorable first impression in an online meeting

December 4, 2024

Camilla Carbone Camilla Carboni

In today’s video-centric world, where digital interaction often replaces in-person engagement, luxury industry executives and associates alike must optimize their on-screen presence to win and retain business relationships online.

The nature of relationship building over a two-dimensional screen requires us to find new ways of creating a memorable first impression, showcasing our individuality and piquing the interest of those we seek to serve.

Preen on screen
This ‘digital disadvantage’ has spurred the need to master the art of communicating effectively on video, and presents two main areas of opportunity for those of us eager to optimize relationship building in a digital age:

Verbal communication, specifically the need to communicate clearly and confidently on camera.

Nonverbal communication, including the need to employ optimal body language, attire and accessories for the screen, as well as to follow up with thoughtful written communication.

These modern-day communication essentials are as important in one-to-one video chats, where wholehearted engagement is paramount, as they are in group video meetings, where distinguishing oneself from other attendees is akin to standing out at an in-person networking event.

While verbal communication on camera is a relatively well-covered subject, with popular advice touting the benefits of concise scripting, rehearsed preparation and active listening, nonverbal communication is hardly ever discussed, despite being of equal importance.

Vanessa Van Edwards of Science of People aptly states, “In online interactions, face-to-face rapport-building is a luxury. To build rapport, digital body language becomes the cornerstone upon which trust is built. It’s basically the secret handshake of the virtual world.”

Posture, hand gestures and eye contact on video follow the standard rules of effective in-person interaction – everything one does should demonstrate attentive focus and absolute commitment to the conversation at hand. There is, however, one key distinction: we must be aware of the camera’s field of view.

Most experts in nonverbal communication suggest that we can best accommodate the field of view by using smaller gestures, minimizing overall movement, perfecting a ‘neutral’ stance and smiling more frequently. But body language expert Mark Bowden warns of appearing like a talking head: “You need to animate on camera because you are not live in the room.”

When it comes to attire and accessory selection, there is an all-new upward focus, since our head and shoulders are often the only parts of ourselves visible on screen.

With the focus shifted up, our hair, makeup (for those of us who wear it), shirts or blouses, eyewear and earrings suddenly have more prominence than skirts, pants, handbags, footwear and other such garments that typically remain off screen.

As such, being conscious of what is visible on screen, and optimizing one's presence accordingly, is the first step towards creating a memorable first impression.

When researching how to optimize personal presentation on screen, two main topics arise: first, color choice, and next, accessory selection.

Image consultants have long preached the importance of color choice in enhancing one’s natural appearance, both online and offline, and stylists are the first to advise on selecting the right shapes, styles and sizes of accessories to complement our individual features.

On screen, these rules of exceptional presentation not only apply, they are emphasized, and adding to this is the dreaded notion that ‘the camera adds ten pounds.’

It is no wonder that most of us have experienced moments where, no matter how much we finesse the angle or the lighting, we simply do not look – or feel – camera ready.

Video specialists often suggest selecting solid colors over busy patterns and opting for larger, bolder accessories, but the reality is that each of us has very different coloring and facial features, not to mention personal style.

“By selecting tones that enhance rather than detract from your natural aesthetic, and choosing styles that showcase your unique personality, you can appear more vibrant, authentic, and youthful, which in turn impacts your confidence on camera,” said image consultant and luxury eyewear stylist Eva Davé.

Ms. Davé added that the secret to successful color and accessory selection is a three-part process involving color analysis, feature observation and style personality assessment.

“Combined, these three components guide the selection of colors, shapes, sizes and styles that suit each unique individual,” Ms. Davé explains, emphasizing the importance of authenticity on screen.

Framing guidelines
So, while there is no one-size-fits-all solution to looking ones best on camera, there do appear to be a few handy guidelines to follow:

Lighter colors tend to look best on those with a lighter complexion, while darker shades are typically better on those with a darker complexion.

Individuals with warm (yellow) undertones to their appearance are generally advised to avoid cool (blue-grey) color tones, while those with cool undertones to their appearance are usually advised to steer clear of yellow-based colors.

The 60-30-10 rule of color combination (60 percent dominant neutral color, 30 percent complementary color and 10 percent accent color) typically creates optimal color balance.

Blue-based colors such as silver, raspberry and aqua tend to look best with gray or graying hair.

Accessories that draw attention upwards such as cat eye frames can distract away from the unwanted signs of aging and create the impression of a more youthful aesthetic.

“It is also worth paying attention to color psychology and the nonverbal information that your color choices might relay on screen,” Ms. Davé said.

“Blue is a calming color, for example, while flamboyant orange can be construed as loud and playful,” she said.

Depending on the interaction, certain colors might be more suitable than others.

In addition to leveraging the power of body language, color choice and accessory selection to stand out on screen, savvy luxury ambassadors are following up after digital engagements with an array of written communications, including the likes of emails, personal invitations and handwritten thank-you cards.

Doing so is an opportunity to show appreciation, to demonstrate that you listened, to reinforce the value of your services, and to provide a clear next step.

This often-overlooked part of relationship nurturing quickly separates the novice relationship builder from the savvy relationship expert, provided all written communication remains professional and on-brand, of course.

IN OUR DIGITAL AGE, where connecting online enables far greater reach and access than ever before, we simply must find ways to stand out.

Today’s most successful relationship builders are those who acknowledge the need to master the new rules of communication to overcome the ‘digital disadvantage’ and continue to win and retain business relationships, albeit online.

Camilla Carboni is a luxury copywriter, consultant and CEO of The Luxury Copywriting Company, Austin, Texas. Reach her at contact@camillacarboni.com.

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