Quotesthetics and Face-ism Ratio

Irrespective of gender, people rate individuals in high face-ism images as being more intelligent, dominant, and ambitious than individuals in low face-ism images.

William Lidwell
William Lidwell

The Director of Design at Stuff Creators Design in Houston and author of the best-selling design book, Universal Principles of Design.

Face-ism ratio is the ratio of face to body on images and it influences the way people on those images are perceived!

The high face-ism photographs emphasize more cerebral or personality-related attributes like intelligence and ambition.

The lower face-ism photographs emphasize more physical attributes like sensuality and physical attractiveness.

It is likely the result of unconscious processes resulting from a mix of biological and cultural factors.


Consider face-ism in the representation of people in photographs and drawings:

  • When the design objective requires more thoughtful interpretations or associations, use images with high face-ism ratios.
  • When the design objective requires more ornamental interpretations or associations, use images with low-face-ism ratios.
Wanna know more? Follow the source!

The text above was taken and slightly edited from the following sources.

Universal Principles of Design

Universal Principles of Design (Book) by William Lidwell Kritina Holden

  • Design & Arts
  • Marketing & Advertising
  • Design Principles
  • Perception
  • Psychology
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