The Psychology of Cuteness and Why We're Drawn to The Adorable

Kittens, puppies, bunnies, sea otters, baby fur seals, hedgehogs. A round-cheeked baby or dapper-dressed toddler. Adorable stuffed animals or toys. Anything teeny-tiny, miniature, or that looks babyish, with wide eyes and chubby cheeks.

Most of us find these things downright cute and endearing. They make us go, “Awwwwww!” and may even compel us to reach out to cuddle or squeeze them.

But have you ever asked yourself why that is? What is the psychology behind cuteness? And how does cuteness influence our feelings, behaviors, and social interactions? These are interesting (and fun!) questions, all of which we’ll explore here, along with expert input.

Why Are Humans Attracted to Cute Things?

Humans are naturally—and pretty universally—drawn to things that are cute. Things we deem “cute” can include people, animals, toys, objects, and even noises or scenery. “The visual appeal of cuteness often triggers positive emotions, making us feel relaxed and happy,” says Sanam Hafeez, PsyD, neuropsychologist and director of Comprehend the Mind, “Psychologically, these cute features often lead to feelings of affection and a desire to engage with them in a playful way.”

There may even be an evolutionary basis for why humans are drawn to cute things, says Michael S. Valdez, MD, medical director at Detox California, and who has advanced training in neurology from Loma Linda University. “Looking at this through the lens of evolution, our attraction towards features that are considered ‘cute’ such as smaller noses, larger eyes, and rounder faces are signals to summon caregiving,” says Dr. Valdez. “This is due to a need to protect and nurture weak offspring which ensures the survival of the species.”

Indeed, according to Konrad Lorenz, an Austrian ethologist, most of the things traditionally thought of as cute have qualities that resemble human babies. His theory was that perhaps we’re all just exercising our human drive to be nurturers when we find enjoyment in cute things. Moreover, this drive to care for our young helps our species survive.

What Determines What We Think Is Cute Or Not?

Most experts agree that the main qualities that make something cute are small size and child-like features, such as a large head but small body, and large, round eyes, and round cheeks. Cute bodies are usually soft and round with small extremities.

But what we think of as cute is also very individual. “What is deemed cute and adorable changes based on sociocultural factors, personal experiences, and the individual’s brain wiring,” say Dr. Valdez. In addition, says Dr. Hafeez, what we consider cute can depend on our cultural background, and even our current mood.

Additionally, sometimes people think that things that aren’t stereotypically cute are actually very cute, such as a little old man or a pitbull. This might be due to our emotional or personal connections with an individual or object, Dr. Hafeez notes.

“For instance, someone who has had positive experiences with a pit bull may associate its appearance with loyalty and affection, making it seem cute,” she explains. “Older individuals may lack typical cute characteristics, but their character traits or life wisdom can generate feelings of warmth.”

Neuroscience of Cuteness

It’s also super intriguing and illuminating to consider what happens in our brains when we encounter something cute.

Cuteness elicits a response in the “rewards” center of our brain, says Dr. Hafeez. “When we see something cute, it activates brain regions associated with reward and emotion, particularly the ventral striatum and the nucleus accumbens, which are involved in pleasure and motivation,” she describes. “The release of dopamine, a neurotransmitter linked to feelings of pleasure, reinforces the positive emotional response we feel towards cute things.”

In addition, she explains, the prefrontal cortex portion of our brain, responsible for decision-making and social behavior, plays a central role in processing the emotional significance of cuteness. This influences how we react to cuteness, such as smiling, giggling, cooing, and feeling a desire to cuddle or squeeze the cute object or person.

Psychological Effects of Cuteness

Cute things or people can have profound and intense impacts on our emotions and behaviors.

“Cuteness usually evokes positive feelings such as happiness and warmth while stimulating a protective instinct to care for the cute entity,” Dr. Hafeez describes. Cuteness can flood us with feelings of love, well-being, and may cause us to behave in more childish manners ourselves, such as making baby sounds or jumping up and down with delight.

But sometimes, cuteness can trigger a seemingly opposite response—a more aggressive behavior. This is known as “cuteness aggression” and may look like wanting to squeeze, pinch, or tightly hug something cute. You may even feel compelled to say things like, “I could eat you up,” says Dr. Hafeez.

Cuteness aggression happens “when the overwhelming cuteness creates an intense emotional response, and aggression serves as a way for the brain to manage those strong feelings,” Dr. Hafeez describes. “It's thought that cute aggression helps balance the excitement and affection triggered by cuteness, preventing emotional overload.”

Cuteness in Social Behavior and Popular Culture

Ever been in a tense situation with a person or a group of people and then something cute happens—maybe a small child breaks into the conversations and says something cute—and the tension breaks for a minute?

That’s because cuteness can bring people together. Engagement with cuteness can lighten the mood, bring a bit of joy to people, and cause people to release stress through laughter. “Cuteness encourages helpful behavior such as caring for others, helping, and social affiliation,” Dr. Valdez describes.

The feel-good qualities of cuteness are seen often in popular culture. Cuteness “plays a huge role in popular culture, with cute characters, animals, and trends becoming a way for people to connect and share positive feelings,” Dr. Hafeez shares. “Things like cute emojis, stuffed animals, and cartoon characters are often used in social media, advertising, and entertainment to grab attention and create an emotional bond with audiences.”

This cuteness is also often harnessed in advertising and product branding, such as the use of a cute or adorable mascot. Cuteness “is widely utilized in popular culture—consider animal videos and mascots that exploit emotional attachment and brand allegiance,” Dr. Valdez says. “Such feelings can affect spending patterns, strengthening ties to the brand or cause.”

Keep in Mind

Cuteness is something we are all familiar with, but most of us haven’t considered the psychological reasons behind cuteness and how humans evolved to find cute things so enjoyable. While not all of us find the same exact things cute, most cute things have baby-like qualities or are small, soft, and wel…cute. Cuteness can elicit feelings of joy, bring people together, and is often used in advertising and on social media. Who would have thought cuteness could have the impact that it does?