The science of cuteness

Watching a kitten stumble and explore its surroundings can feel almost unbearably adorable, as if you've encountered the pinnacle of cuteness. You may find yourself wanting to pet its velvety fur or plant a kiss on its tiny head. Yet, at the same time, you might experience an odd and conflicting urge to squeeze, squish, or even (unthinkably) put the kitten in your mouth. While this may feel alarming, this phenomenon, known as "cute aggression," is surprisingly common, affecting nearly half of all adults.

To understand this puzzling response, it helps to start with the concept of cuteness itself. In 1943, a scientist developed the "baby schema," a framework identifying traits like round faces, large eyes, plump cheeks, and short limbs as hallmarks of cuteness. These traits, often seen in infants and young animals, are reliably associated with how people perceive cuteness. Studies have shown that when individuals are exposed to images featuring these characteristics, they spend more time looking at them, and the images activate brain regions tied to emotion and reward.

Cuteness also influences behavior. A 2009 study found that participants performed better at the game Operation—requiring careful and precise movements—after viewing cute images. Another study suggested that people were more likely to use recycling bins adorned with cute imagery. This powerful emotional response to cuteness is not lost on advertisers or authorities, who often use it to guide behavior.

But why does cuteness have such a hold on us? One theory suggests it triggers our nurturing instincts. Because human babies are highly dependent, evolution may have favored those who appeared "cuter," inspiring greater care and protection from adults. This sensitivity to cuteness extends beyond humans to animals as well. As humans domesticated animals, their appearances began to change, a phenomenon known as "domestication syndrome." Over time, traits like floppier ears, shorter snouts, and smaller jaws—features associated with juvenile animals—became more common in domesticated species.

This change is thought to be connected to an embryonic structure called the neural crest, which influences how cells develop and migrate. A delay or inhibition in this process can lead to physical traits associated with cuteness and reduced aggression, such as underdeveloped adrenal glands and softer features. In essence, by selecting for friendly behavior in animals, humans may have also inadvertently selected for "cuter" appearances.

Interestingly, some scientists speculate that humans might have domesticated themselves. As ancient humans formed larger, cooperative societies, they may have favored individuals who were friendlier and less aggressive. Over time, this could have led to physical traits that differentiate us from our evolutionary relatives, such as smaller skulls and softer facial features.

If cuteness is tied to nurturing and reduced aggression, why would it provoke urges to squeeze or bite? Scientists believe that cute aggression isn’t about wanting to harm. Instead, it stems from an emotional overload. For some people, the intense positive emotions elicited by cuteness can become overwhelming, and the brain may respond by introducing mildly aggressive thoughts to help regulate and balance those feelings. This mechanism serves as a kind of emotional “brake,” not an actual intent to harm.

Cuteness may seem like a trivial quality, but it wields significant influence over behavior and emotions. In a way, it’s no exaggeration to say that cuteness plays a powerful role in shaping our world.