Pareidolia: characterising facial anthropomorphism and its implications for product design

doi:10.1504/JDR.2018.092792

Paper

Pareidolia: characterising facial anthropomorphism and its implications for product design

Published Jun 30, 2018 · A. Wodehouse, R. Brisco, Ed Broussard

J. of Design Research

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10

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1

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Abstract

This work highlights the phenomenon of pareidolia - the tendency to see faces in the environment, buildings and objects that surround us - and establishes its relevance for design contexts. In reviewing literature on anthropomorphism and the use of faces in design embodiment, we have shown that it is a compelling and prevalent facet of how we interpret products. By surveying 2,309 images from across the internet, we provide the first systematic investigation of product types and face characteristics (size, composition, emotion) that are manifest in this phenomenon. The most common instances were shown to be in medium-sized products, where part of the product was interpreted as a face, and that conveyed a happy emotion. The effects of culture and self-congruence are identified as important aspects of our interpretation of facial emotion. It is concluded that the fundamental geometric elements of products should be considered with respect to facial morphology, whether it be the intention to utilise its effects or not, and set out the case for more quantified guidelines on the use of pareidolia and anthropomorphism in design.

Study Snapshot

Key takeawayPareidolia, the tendency to see faces in objects, is a prevalent phenomenon in product design, with medium-sized products often perceived as faces conveying happy emotions.

PopulationOlder adults (50-71 years)

Sample size24

MethodsObservational

OutcomesBody Mass Index projections

ResultsSocial networks mitigate obesity in older groups.

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Pareidolia: characterising facial anthropomorphism and its implications for product design

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References

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Anthropomorphism in autonomous vehicles increases trust in their competence, suggesting that technology with a humanlike mind performs better.

Face to Face

Baroness Sally Greengross is a cross-bench member of the House of Lords and a leading advocate for equality for older people in a changing society.

Citations

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Mapping Meaning and Purpose in Human-Robot Teams: Anthropomorphic Agents in Military Operations

Anthropomorphism in military operations can improve communication between soldiers and autonomous technologies by allowing soldiers to read machine behavior in terms of goals and intentions.

Saving Private Robot: Risks and Advantages of Anthropomorphism in Agent-Soldier Teams

Anthropomorphism in hybrid military teams can enhance communication and coordination by leveraging embodied social cognition processes.

Faces Do Not Attract More Attention Than Non-Social Distractors in the Stroop Task

Social distractors (human faces) do not attract more attention than non-social distractor types in the Stroop task, questioning its suitability as a robust measure for social motivation.

I like it elegant: imprinting personalities into product shapes

A 5-step systematic method can help designers create product shapes that better represent a specific personality, improving customer recognition of the imprinted design.

Research on Product Design of Face Pareidolia

Emotional appearance design in product categories can enhance the perception of seriousness, toughness, coldness, and technology, while less impacting interest and delicacy.

Better to misidentify than to miss: A review of occurrence mechanisms and applications of face pareidolia

Face pareidolia, a common phenomenon in art, advertising, and design, can be divided into two main paradigms: pareidolia monitoring and pareidolia discrimination, both affecting cognitive judgments.