This Week:
Man and Machine: A Brief History of Anthropomorphism
Why do we see faces in clouds, cars with expressions, or even attribute human emotions to our household appliances (admit it, your Henry Hoover has feelings)? The answer lies in the ancient concept of anthropomorphism—a principle as old as humanity itself, born from our inherent need to understand and relate to the world around us by projecting our own characteristics onto it.
Historically, anthropomorphism first took root in the realm of mythology and religion, where gods and spirits were often depicted with human traits, such as Zeus' thunderous temper or the sly wit of Loki. Xenophanes, a pre-Socratic philosopher, once observed that “the Ethiopians say that their gods are snub-nosed and black, while the Thracians say that theirs have blue eyes and red hair.” This observation didn’t just highlight the human tendency to create gods in our image, but also offered a keen insight into the principle of anthropomorphism: we see what we are familiar with, often in our own likeness.
This quote enhances our understanding of anthropomorphism by underscoring its deeply subjective nature. It’s not just about seeing human traits in the non-human, but about seeing our own cultural, social, and physical reflections in the things we seek to understand. But how does this ancient principle manifest in modern design?
“The Ethiopians say that their gods are snub-nosed and black, while the Thracians say that theirs have blue eyes and red hair.”
Giving Life to Lines: Anthropomorphism in Design
Anthropomorphism has become a powerful tool in the design world, where giving human characteristics to objects or systems can create a sense of empathy, relatability, and engagement. Think of your car’s dashboard—a “face” with eyes (speedometers), a nose (air vent), and a mouth (radio). Or perhaps the friendly, wide-eyed expression of a character in a Pixar movie that seems more than “human”.
But anthropomorphism in design is more than just about adding a smiley face to your fridge. It’s about creating emotional connections that influence user experience. When Apple introduced Siri, it wasn’t just a voice-activated assistant; it was a friendly, sometimes witty companion. Siri's “human” responses transformed what could have been a cold interaction into something almost akin to a conversation with a real person. Why? Because we, as humans, are hardwired to respond to other humans—or anything that acts human.
This principle has also been pivotal in the rise of “friendly” tech design, where user interfaces (UIs) are crafted not just to function but to “feel” right. The right choice of colour, form, and interactivity can turn a simple app into a comforting friend, an engaging mentor, or even a playful companion. But this is not just about aesthetics—it’s about tapping into the fundamental human desire to connect.
Creativity in the Flesh: Two Surprising Examples of Anthropomorphism
Let’s have a look at the world of creativity and unearth two examples where anthropomorphism has not only surprised but also redefined the creative landscape.
The Uncanny Ballet of Boston Dynamics’ Robots
Robots performing ballet? Sounds like a dystopian fever dream. Yet, Boston Dynamics, the company famous for its eerily lifelike robots, has captivated the world with just that. Their robots, which move with an unsettlingly fluid grace, evoke a sense of life and personality. Watching them “dance” to pop hits is a bizarre experience—these are machines, yet they possess a rhythm and movement that seems almost… human.
What’s fascinating here is the cognitive dissonance at play. We know these are machines, programmed with algorithms, and yet we can’t help but attribute a form of consciousness to them. Boston Dynamics has tapped into anthropomorphism to not only demonstrate the capabilities of their technology but to create a narrative—one where machines are not just tools but performers, entities that can dance, fall, and get back up again, just like us.
The Emotional Resonance of Miyazaki’s Animated Characters
Turning to a different medium, consider the works of Studio Ghibli’s Hayao Miyazaki. But instead of the usual suspects like Totoro or Spirited Away, let’s focus on something a little more unusual—No-Face from Spirited Away. This faceless, almost abstract character embodies the principle of anthropomorphism in a deeply unsettling way. Despite its lack of a clear identity or facial features, No-Face evokes strong emotional responses. It absorbs and mirrors the greed and desire around it, becoming more “human” in its flaws as the film progresses.
Miyazaki uses anthropomorphism not just to create relatable characters, but to comment on human nature itself. No-Face is a mirror, reflecting the best and worst of those it encounters, and in doing so, it forces the audience to confront their own inner desires and fears. This is anthropomorphism at its most profound—where the human traits we project onto an inanimate or non-human entity are not comforting, but deeply revealing.
Animating the Inanimate: How We Use Anthropomorphism In Our Work
At We Are Cognitive, anthropomorphism is more than just a design principle—it’s a cornerstone of how we engage audiences. Whether it’s through whiteboard animations, explainer videos, or rich illustrations, we breathe life into complex ideas by making them relatable, understandable, and human.
Take our work in whiteboard animation, for example. When explaining intricate concepts, we often use anthropomorphic characters to guide the viewer through the narrative. These characters are not just visual aids; they’re proxies for the viewer, asking questions, encountering challenges, and ultimately finding solutions. By humanising abstract ideas, we make them accessible and memorable.
Our multi-modal approach to envisioning information also draws heavily on anthropomorphism. In our explainer animations, objects and data points are often personified, creating a dynamic and engaging storytelling experience. This not only informs but also inspires action, as viewers see their own challenges reflected in the stories we tell.
The Human Touch: Anthropomorphism and Our Pillars
Anthropomorphism is not just a clever design trick; it aligns perfectly with the four pillars of our company ethos: to inform, teach, enable, and inspire. Let’s break it down:
Inform: By humanising data, we make it clear, rich, and understandable. When a pie chart becomes a “pie chef” serving slices of information, the data isn’t just consumed—it’s savoured.
Develop: Anthropomorphic characters guide viewers step by step, making complex instructions feel like a personal tutorial from a knowledgeable friend.
Enable: By signposting decisions with human-like figures or relatable metaphors, we empower viewers to act with confidence. They don’t just understand the options—they feel them.
Animate: Through anthropomorphism, we don’t just inform minds—we touch hearts. When a simple object is given a story, a voice, or an emotion, it becomes more than just a tool—it becomes a catalyst for change.
In every piece of work we produce, anthropomorphism helps us connect with our audience on a human level, turning abstract ideas into compelling, relatable stories that resonate long after the screen fades to black.
Further Reading: “The Age of Em” by Robin Hanson
For those intrigued by the intersection of human traits and technology, I highly recommend “The Age of Em” by Robin Hanson. This book offers a deep dive into a future where human minds are emulated in machines—essentially creating anthropomorphic entities out of pure code. Hanson’s exploration of this potential future is both chilling and fascinating, posing questions about identity, consciousness, and what it means to be human in a world where minds can be copied, altered, and multiplied.
Why recommend this book? Because it challenges our understanding of anthropomorphism in the most profound way. It’s not just about projecting human traits onto objects—it’s about creating new “humans” out of those projections. Hanson’s work is a provocative exploration of a future that may not be as far off as we think, making it essential reading for anyone interested in the evolving relationship between man and machine.
Conclusion: More Than A Quirk
In conclusion, anthropomorphism is more than just a quirk of human psychology—it’s a powerful design principle that shapes our world, from the technology we use to the stories we tell. At We Are Cognitive, we harness this principle to create work that informs, teaches, enables, and inspires, connecting with audiences on a deeply human level. So next time you see a face in a cloud or hear Siri crack a joke, remember: it’s not just your imagination—it’s the power of anthropomorphism at work.
Let’s face it, presenting isn’t just about showing up with slides and stats. It’s a performance. A dance. A chance to make ideas leap off the screen and stick. But how do you know if you’re nailing it? That’s where the Presentation Pulse Check comes in.