When We Look at Robots, What Are We Really Seeing?

Understanding the Tools-Versus-Beings Divide in Robot Perception

What makes a robot seem helpful versus creepy? Using our platform Constellations, designed to capture perception through visual interaction, we asked participants in the United States to identify which robots felt trustworthy and which felt unsettling. A clear pattern emerged: industrial robot arms consistently registered as helpful, while humanoid forms in domestic settings triggered discomfort—with one notable exception. A retro-styled humanoid with deliberately non-realistic features broke the pattern, suggesting that the issue isn’t humanoid form itself, but ambiguity about what category of thing we’re looking at.

Previous Studies and Results

Will the Most Authentic Santa Please Stand Up

The images people embraced all shared one thing: they caught Santa in the middle of doing something. Reading his list by candlelight. Kneeling to feed a reindeer in falling snow. The images they rejected? Cute graphics, staged photos, and counterintuitively, some of the most beautifully rendered Santas in the set.

What Does “Visual Data” Look Like

Fifty designers rated visual data, revealing that structure—not style—is the key driver of visual trust and credibility.

Everyone’s Favorite Halloween Candy

Perception Map Test: What Is Your Favorite Halloween Candy? This test asked participants a deceptively simple question: What is your favorite Halloween candy? Behind the wrappers, though, the answers revealed powerful emotional codes. From generational classics to...

Spooky Or Scary?

Is it "Spooky" or "Scary"? A visual study of how people separate spooky from scary — and what that says about our modern relationship with fear. Halloween sits at the strange crossroads of delight and dread. Every October, our visual culture fills with ghosts,...

What does “American” Look Like?

For July 4th, we explored what “American” looks like in 2025—revealing shared civic values through visual perception mapping.

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