People whose faces are perceived to look more "competent" are more likely to be CEOs of large, successful companies. Having a face that people deem "dominant" is a predictor of rank advancement in the military. People are more likely to invest money with people who look "trustworthy." These sorts of findings go on and on in recent studies that claim people can accurately guess a variety of personality traits and behavioral tendencies from portraits alone. The findings seem to elucidate either canny human intuition or absurd, misguided bias.
There has been a recent boom in research on how people attribute social characteristics to others based on the appearance of faces—independent of cues about age, gender, race, or ethnicity. (At least, as independent as possible.) The results seem to offer some intriguing insight, claiming that people are generally pretty good at predicting who is, for example, trustworthy, competent, introverted or extroverted, based entirely on facial structure. There is strong agreement across studies as to what facial attributes mean what to people, as illustrated in renderings throughout this article. But it's, predictably, not at all so simple.
Christopher Olivola, an assistant professor at Carnegie Mellon University, makes the case against face-ism today, in the journal Trends in Cognitive Sciences. In light of many recent articles touting people's judgmental abilities, Olivola and Princeton University's Friederike Funk and Alexander Todorov say that a careful look at the data really doesn't support these claims. And "instead of applauding our ability to make inferences about social characteristics from facial appearances," Olivola said, "the focus should be on the dangers."