Universal Principles of Design, Revised and Updated

Anthropomorphic Form

A tendency to find forms that appear humanoid or exhibit humanlike characteristics appealing.

Humans are predisposed to perceive certain forms and patterns as humanlike — specifically, forms and patterns that resemble faces and body proportions. This tendency, when applied to design, is an effective means of getting attention, establishing a positive affective tone for interactions, and forming a relationship based, in part, on emotional appeal. To explore how anthropomorphic form can be applied, consider the design of three bottles.1

The classic 1915 Coca-Cola “contour” bottle, often referred to as the “Mae West” bottle due to its distinctly feminine proportions, was a break with the straight and relatively featureless bottles ...