Leo Widrich, the cofounder of Buffer, recently wrote an article for Business Insider called “How to Smile Better, According to Science.” It’s a fascinating article, even for the layperson.In It, Leo discusses the science behind smiling.An important point that he makes is that there are real smiles, called Duchenne smiles, and there are fake smiles. It’s easy for a viewer to tell the difference.

A fake smile only affects the lines around the eye socket. It does not evoke a genuine smile in return.

The Duchenne smile creates a reaction in the viewer that is hard to ignore. When someone is responding to a Duchenne smile, they mimic it and experience the same chemical rush that the smiler does.

This became a topic of conversation with a client of mine recently (before I ever read Leo’s article). I’m working on his website and he has a professional headshot that is nicely done. However, it’s not an effective photo. [Read more…]