Swiping through online dating profiles can feel intuitive – effortlessly deciding whether to like or reject each profile in turn. Online daters tend to spend only 11 seconds deciding whether to swipe right or left on a profile1,2. How can we make such quick decisions when a match may change our lives?

The way we engage with information presented on dating profiles may influence our overall decisions. Physical attractiveness is a highly important factor in dating decisions3; therefore, dating apps present profile pictures prominently4. But online daters may seek further information from written text—for example, a bio or short answers to prompts about lifestyle choices, hobbies, or dating intentions.

Decisions based on photos may be fast and intuitive, whereas text may allow us to make slower, more reflective considerations. Together, these impressions allow us to make an overall decision on whether to like or dismiss each profile we see.

Dual-process theory describes two systems that are employed when making decisions5:

Deciding whether someone is attractive from their profile picture may align with System 1 as people form impressions of physical attractiveness quickly6. In contrast, making decisions from profile text may be slower and more conscious, aligning with System 2.

However, it is important to note that people may make slower, conscious decisions from photos and faster, automatic decisions from text, for example, based on typos.

Dating app designers appear to be aware of the importance of physical attractiveness. Profile pictures are displayed prominently4, and users tend to look at profile pictures before reading any accompanying text1.........

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