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 (Book) by William Lidwell Kritina Holden

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