Why We See Faces in Brands, And Why It Makes Us Like Them More

The research, led by Ulrich R. Orth (Kiel University) and colleagues, sheds light on how brands can use something as simple as a face-like image to tap into one of our deepest human needs: social connection.

When was the last time you looked at a logo, advert, or product and thought: “That looks like a face”? Maybe it was the headlights of a car grinning back at you, or the smiling swirl on your morning coffee cup.

The Human Bias for Faces

We humans are expert face detectors. Our brains prioritise spotting faces over almost any other object, and we do it in milliseconds. It’s why we can see “faces” in clouds, sockets, or even a piece of toast. Psychologists call this tendency pareidolia, and marketers, knowingly or not, have been using it for decades.

But this paper goes further: it shows that simply seeing a face, real or stylised, in connection with a brand can make us like that brand more. Why? Because faces are easy to process. Our brains find them “fluent”, quick and effortless to understand. That fluency translates into a positive feeling, which we often misattribute to the brand itself.

The Role of Loneliness and Anthrtopomorphism

There’s more. The research team found that people who feel lonely, or who naturally tend to anthropomorphise (that is, attribute human qualities to objects), are even more influenced by face-like visuals. If you’re craving connection, you’re more likely to respond warmly to a “friendly” brand that smiles back at you.

This means brands don’t just benefit from universal human psychology, they especially resonate with consumers seeking comfort or belonging.

Four Studies, One Clear Pattern

To test their ideas, the researchers ran a series of four clever studies. Here’s how they unfolded:

Study 1: Faces vs. Non-Faces in Ads

Students were shown mock adverts pairing fictitious brand names (“Fecci” for a drink, “Abington” for shampoo) with either a face-like sketch or an abstract doodle.

• Result: Brands with faces were rated as more likeable.
• Why: Processing fluency mediated the effect.
• Bonus: The effect was strongest for participants who were lonelier or more prone to anthropomorphism.

Study 2: Do Ethnic Differences Matter?

To rule out the possibility that people only warm to faces that “look like them”, the team tested Asian faces on Caucasian viewers.

• Result: Same outcome – faces still boosted brand liking.
• Twist: This time, anthropomorphism mattered, but loneliness didn’t. Perhaps participants didn’t see an “other-race” face as socially connecting, but the fluency effect still held.

Study 3: Eye Tracking the Effect

Here things got really high-tech. Using eye-tracking cameras, the researchers measured where people looked when shown face vs. non-face visuals.

• Finding: Non-face images actually took more time and attention, because the brain worked harder to decode them. Faces, on the other hand, required fewer glances – a marker of higher fluency.
• Translation: The easier the processing, the warmer the feeling towards the brand.

Study 4: Real Brands in the Wild

Finally, the team tested actual wine labels , some with faces, some without, on a consumer panel.

• Result: Once again, faces came out on top.
• Even after controlling for things like colour, complexity, and familiarity, the “face effect” held strong.

What It All Means for Brands

Taken together, these studies paint a clear picture:

• Faces drive liking. Even simple sketches can do the trick.
• Fluency is key. When something is easy to process, we feel good about it , and transfer that feeling to the brand.
• Connection matters. People who feel lonely or who like to “see human” in objects are especially receptive.
• It works across contexts. Whether it’s mock ads, cross-cultural tests, eye tracking, or real packaging, the pattern is consistent.

Practical Takeaways for Marketers

So, should every brand slap a smiling face on its logo tomorrow? Not quite. Here are some nuanced lessons:

1. Use faces to boost early impressions. Faces are especially powerful at the first encounter stage of brand building.
2. Think beyond celebrity endorsers. Even abstract, ambiguous “faces” (like the front of a car or a playful doodle) can trigger the effect.
3. Design with fluency in mind. The easier an image is to process, the more positive the consumer’s gut reaction will be.
4. Consider vulnerable audiences. Loneliness and anthropomorphism heighten responses. This can be a strength (e.g., charities building connection) but also raises ethical questions if exploited.
5. Diversity still works. The effect isn’t limited to same-race faces, a relief for global campaigns that must cross cultures.

Why It Resonates Today

In a world where many people are experiencing loneliness , amplified by digital lifestyles and, more recently, social distancing, the findings feel especially timely. Brands that “look human” can offer micro-moments of connection. That smiling logo on your delivery box isn’t just decorative; it might make you feel ever so slightly less alone.

A Word of Caution

The authors also highlight a few caveats. Familiarity, cultural context, and even the attractiveness of a face can complicate matters. And while using faces can nudge consumer preference, deeper brand relationships still require authentic, long-term engagement.

Final Thoughts

The next time you glance at a brand and catch a “face” looking back, know that your brain is doing what it does best: searching for social connection. And for the brand, that tiny spark of recognition could mean a lasting impression, and perhaps even a purchase.

In short, faces aren’t just about people. They’re a powerful branding tool, tapping into our most human need: to belong.

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