Humans perceive people and things that have baby-like features have baby-like traits – such as naivety, helplessness, and honesty – more than those that have mature features. Babies with stronger “baby-face” features receive more positive attention from adults and are considered more fun to be with than babies with weaker baby-face features. Baby-faced adults are effective when they play a role involving innocence and honesty; however, they are perceived as ineffective when the role involves assertiveness and authoritativeness. In addition, it is easier to believe that an innocent person would do wrong accidentally than intentionally. For example, in a courtroom, baby-faced adults tend to be found innocent in intentional acts but are likely to found guilty in negligent acts.
Source: Universal Principles of Design: Baby-Face Bias
Example 1 (original source) – Universal Principles of Design: Baby-Face Bias
Example 2 (online source) – Children as young as three are able to recognize the same ‘cuteness’
Example 3 (real life) – Mudpuppy, Little Feminist book, Frida Kahlo
Baby-Face Bias if one of my favorite principles because empires have been built on it. Sanrio would not be the massive, internationally successful corporation that it is without our attraction to the cute, innocent cat that made them famous. Disney’s Mickey Mouse is another example. Even cars can utilize this principle. Try looking at the Volkswagen Beetle or the Mini Cooper, which are both considered ‘cute’ cars.
http://www.guinnessworldrecords.com/Images/Kando-Asako-main_tcm25-15364.jpg
Great Point Michelle, about Sanrio’s success. Come to think of it, all of their characters employ Baby-Face Bias. After you mention, it appears woman are more influenced by this principles than man. Probably it speaks to woman’s nursing nature.