Aside from symmetry, males in Western cultures generally prefer females with a small jaw, a small nose, large eyes, and defined cheekbones – features often described as “baby faced”, that resemble an infant’s. Females, however, have a preference for males who look more mature — generally heart-shaped, small-chinned faces with full lips and fair skin. But during menstruation, females prefer a soft-featured male to a masculine one. Indeed, researchers found that female perceptions of beauty actually change throughout the month.
When viewing profiles, both males and females prefer a face in which the forehead and jaw are in vertical alignment. Altogether, the preference for youthful and even infant-like, features, especially by menstruating women, suggest people with these features have more long-term potential as mates as well as an increased level of reproductive fitness.
Scientists have also found that the body’s proportions play an important role in perceptions of beauty as well. In general, men have a preference for women with low waist-to-hip ratios (WHRs), that is, more adipose is deposited on the hips and buttocks than on the waist. Research shows that women with high WHRs (whose bodies are more tube-shaped) are more likely to suffer from health maladies, including infertility and diabetes. However, as is often the case, there are exceptions to the rule.
From” Looking Good: The Psychology and Biology of Beauty” by Charles Feng
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