Beauty is in the Brain of the Beholder: The Neuroscience Behind Aesthetic Perception

Alya Bagdas

Illustrations by Iona Duncan

The Pageant Winning Brain: Distinguishing Aesthetic Experiences

As you sit on your couch with the TV glaring in front of you, clips of a beauty pageant flash on the screen. You watch as contestants walk across the stage; they are dressed in outfits meticulously chosen to highlight their eyes or wearing makeup chosen to accentuate their sharp cheekbones. What makes the contestant with a symmetrical face and confident strut stand out? How will the contestants on TV influence the clothes you pick out to wear tomorrow or the way you consider your own attractiveness? While questions like these may seem obvious in the context of beauty pageants, they can be applied to many different daily experiences [1, 2]. Everything we see, taste, smell, hear, and touch manifests into experiences [1, 2, 3, 4]. As we process sensory information, we form subjective judgments, create emotional connections, and assign values that influence individual behavior [2, 5, 6]. For example, if you find people with full lips and brown hair more attractive, the contestants in the beauty pageant who have these features may appear more sympathetic and beautiful because of your preconceived notions of beauty [1, 2, 7].

Aesthetics as a philosophical field explores how each person cultivates their own aesthetic tastes, why tastes differ, and if one aesthetic taste is better or more ‘correct’ than another [8]. Neuroaesthetics, which is an interdisciplinary field, applies these complex questions to the brain, investigating the neurological and behavioral processes that impact aesthetic taste and experience. Though these processes are not fully understood, previous life experiences, emotions, and perceptions all guide and influence our interpretation of the present [2, 9]. Neuroaesthetics allows us to examine the neurological underpinnings of aesthetic experiences and preferences from the individual level to our broader society [2].

The Science Behind the Spark

When you meet someone for the first time, you immediately begin to form an impression of them based on your aesthetic evaluation [10]. The symmetry of their face, the brightness of their eyes, the contour of their jawline, and even the shifting of their facial expressions can contribute to your subconscious assessment of their appearance. In fact, it only takes about 100 milliseconds of exposure to a face to judge whether or not it is attractive. However, it is important to note that this first impression is malleable [10]. The visual processing of a face begins when light enters the eye and hits the retina, which transmits light into an electrical signal that is understood by the brain [2, 11, 12]. Electrical signals are the means through which neurons, the fundamental cells of the nervous system, communicate with one another [13]. In the case of our visual system, neurons in the optic nerve carry electrical signals from the retina to the brain [14]. From the optic nerve, electrical signals pass through the thalamus — the relay center, similar to a train station — to be directed to different regions of the brain. For visual processing, information is sent to the occipital lobe [11, 12]. The occipital lobe forms a basic image of the person’s face, accounting for details like the edges of their jaw, the orientation of their head, the placement of their eyebrows, and the color of their hair [11, 12]. Electrical signals then travel to different parts of the brain via networks of neurons to complete higher-order processes, which are cognitive functions that integrate sensory information into thoughts and actions [11, 12, 15].

To carry out higher-order processing, visual information from the occipital lobe needs to be delivered to crucial brain regions [16, 17]. One of these regions is the fusiform face area (FFA), which allows us to recognize and distinguish different faces by processing the location of facial features and their variation across people [16, 17]. When we encounter an unfamiliar face for the first time, we unconsciously perform distinct eye movements that scan the face to gather visual information [15, 18]. We distinguish individual differences between people’s faces in the FFA, such as the distance between their eyes, the angle of their brows, and the spacing of their cheeks [15, 17]. The orbitofrontal cortex (OFC) integrates sensory information from the occipital lobe, the FFA, and the limbic system — a group of brain structures that regulate emotions, memory, and behavior [15, 17, 19, 20]. Integration of sensory information allows the OFC to associate certain visual aspects with rewarding properties [15, 17, 19, 20]. The OFC plays a critical role in assigning value to aesthetic stimuli, labeling any received input as positive, neutral, or negative [2, 21, 22]. Neurons from the OFC transmit signals to the nucleus accumbens (NAc), causing altering the release of a chemical messenger called dopamine, which is critical in regulating our reward system [2, 15, 20, 23, 24]. When we look at attractive faces or other rewarding stimuli, the OFC sends excitatory signals to the NAc, which leads to increased dopamine release in the NAc [15, 25].

The dopamine reward system is activated in response to seeing beautiful stimuli, contributing to a feeling of reward and reinforcing that certain objects and faces are beautiful [26, 27, 28]. When a certain cue results in an increase of dopamine release in the NAc, that cue becomes associated with a reward and that person is more motivated to seek out that particular cue in the future or carry out a certain behavior that will allow them to experience another rewarding feeling [29, 30, 31]. For example, if we have more positive interactions with people who look a certain way, dopamine reinforces that it was a rewarding experience, encouraging us to continue to seek out other individuals who look similar to them [31, 32, 33, 34]. Additionally, dopamine release in the NAc can impact the prominence of the cue being processed [26]. An increase in dopamine can essentially ‘tag’ certain faces or aesthetic experiences as more significant, and therefore they are more likely to be remembered [29, 30, 31].

Another part of aesthetic evaluation unfolds in the middle temporal gyrus (MTG) [2, 30, 35]. Although the MTG is not traditionally considered one of the core areas of facial processing, it plays a crucial role in integrating inputs from our visual system, memory, emotions, and social context [2, 30, 35, 36]. When we judge someone's attractiveness, the MTG helps us synthesize not only what we see but also how we feel about them based on prior experiences and learned information [2, 37, 38]. In essence, the MTG allows us to interpret faces beyond simple visual features by incorporating emotional significance and social meaning into our judgment of attractiveness [2]. For example, when you’re looking at someone, the MTG is activated during your evaluation of their attractiveness, and the MTG may be drawing from memories of previous encounters with individuals who share similar traits. Perhaps those past experiences were positive, causing the brain’s reward systems to link those features with a rewarding feeling. Therefore, the MTG may help encode learned social and cultural values about beauty, combining objective visual stimuli with subjective emotional and social context [2].

Beauty and the Behavior

Various theories link the reward system's role in aesthetic experiences to specific behaviors. One popular theory focuses on the evolutionary and reproductive benefits of finding certain features more rewarding than others [39, 40, 41]. Perceived physical and facial attractiveness can symbolize fertility, health, and genetic favorability, impacting the initiation of sexual relations and the continued motivation for parental behavior [39, 40, 41]. For example, facial masculinity in men, like sharp jaws and thick eyebrows, is perceived as a sign of good health and genes [42]. Perceived notions of favorability, however, do not always have a direct link to health; a common example is that facial structures, like symmetry, have no identifiable correlations to one’s health status, but we still utilize these structures to judge other’s health status and attractiveness [42, 43]. People of different sexualities demonstrated greater activation of their OFC when shown faces of individuals of the sex they were attracted to compared to faces of individuals of the sex they were not attracted to [39, 41, 44]. Heterosexual people demonstrated greater activation of components of the brain’s reward systems — namely the NAc, OFC, and the prefrontal cortex — when shown faces of members of the opposite sex that they categorized as attractive [39]. This indicates that the neurophysiology underlying our romantic choices and the reward value of attractiveness is similar across sexes [39, 41]. In addition to mate-choice behaviors, attractiveness also influences caregiver behavior toward infants [39, 41]. ‘Cuter’ infants are more likely to receive care and positive attention from others [41]. Perception of cuteness leading to increased attention might be the result of cuteness being associated with health and viability, where the caregiver's attention to cuter babies is more likely to ‘pay off’ in the survival of the child [39]. For example, when a woman looks at a baby they consider ‘cute’, their NAc, and reward system, becomes activated, resulting in the reinforcement of those ‘cute’ features as favorable [39]. Differences in aesthetic processing between sexes are of great interest in the field of neuroaesthetics, with ongoing efforts to uncover the neural pathways, differences, and behaviors underlying mate choice and infant care choices [15, 45, 46, 47].

Another large focus within the field of neuroaesthetics is the cycle of influence between individual aesthetic ideals and larger societal ideals [48]. Societal standards of beauty directly influence how our brains process and evaluate attractiveness [48, 49]. Western beauty standards often emphasize extreme thinness for women and hypermuscularity for men while emphasizing Anglo-European features, creating a narrow definition of what is deemed attractive [48, 49]. Society’s fixation on specific body types is evident within the media, which frequently presents disproportionate representations of appearance and physique. Different forms of entertainment and social media bombard people with idealized images of physical appearance [48, 49, 50, 51, 52]. Photoshopped images present even more unrealistic representations of beauty, creating an environment where individuals increasingly endorse socially prescribed appearance ideals. Repeated exposure to these ideals can condition the brain to associate those traits with higher social value and reward [30, 31, 48, 49]. Over time, the brain may develop a preference for traits that are constantly being portrayed as desirable, driven by the release of dopamine and memory processing [2, 30, 31]. The internalization of societal beauty ideals leads people to engage in behaviors aimed at conforming to these standards, such as dieting, excessive exercise, and cosmetic surgery [49, 50, 51, 52]. Dissatisfaction with one’s own attractiveness is particularly prevalent among women, who are subject to stricter and more rigid social standards than men [53]. Deviations from societal beauty standards can trigger feelings of social rejection or inadequacy, which may activate brain regions associated with negative emotional states, such as the anterior insula or amygdala, intensifying the pressure we feel to conform [54, 55]​.

Cultural and social backgrounds can also impact our perception of what is beautiful [49]. While many socioeconomic groups may share similar standards of facial attractiveness — such as symmetry and youth — notable differences in what others deem attractive persist and are shaped by their race, ethnicity, and gender [42, 43, 49]. For instance, Black women tend to be more accepting of body diversity, despite pressures they may face linked to colorism — bias favoring lighter skin tones — in determining beauty [49]. Factors such as colorism and hair texture play crucial roles in shaping perceptions of beauty within different communities; women’s attractiveness ratings are often influenced by these characteristics [49, 53]. Furthermore, societal implications of beauty extend beyond personal perception; they influence social interactions, professional opportunities, and social standing [49, 56]. The ‘beautiful-is-good’ stereotype suggests that attractive individuals are often perceived as more intelligent, competent, and cooperative, leading to biases in various settings, including hiring practices and legal judgments [49, 56]. For example, women are likely to offer more resources to attractive males in behavioral games, demonstrating that physical appearance can affect social dynamics and decision-making [56]. The ‘beautiful-is-good’ attractiveness bias reinforces the notion that those who align more closely with conventional beauty standards tend to receive advantages in employment opportunities and income, perpetuating a cycle in which beauty equates to social and economic capital [49, 56].

A Painting is Worth a Thousand Neurons

Watching a beauty pageant may seem like a simple action on the surface, but on a deeper level, it involves the merging of all the aesthetic values that surround you and the intricate interactions of neurons within your brain [2, 48]. Neuroaesthetics uncovers the hidden choreography of the social, individual, and neural relationships that are behind the judgments and actions that inform our daily experiences. Our personal notions of beauty are behind our daily choices and perceptions. Every brushstroke in a painting, every note in a song, every face in a crowd becomes part of the mental landscape where aesthetics and our brains intertwine. By understanding the neuroscience behind our aesthetic experiences, we gain insight into the art of our own perceptions, an art we are painting in every choice we make, every moment we savor, and every beautiful thing we see [2, 3, 4, 9, 48].

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