Entropy drives the phase behavior of colloids ranging from dense suspensions of hard spheres or rods to dilute suspensions of hard spheres and depletants. Entropic ordering of anisotropic shapes into complex crystals, liquid crystals, and even quasicrystals was demonstrated recently in computer simulations and experiments. The ordering of shapes appears to arise from the emergence of directional entropic forces (DEFs) that align neighboring particles, but these forces have been neither rigorously defined nor quantified in generic systems. Here, we show quantitatively that shape drives the phase behavior of systems of anisotropic particles upon crowding through DEFs. We define DEFs in generic systems and compute them for several hard particle systems. We show they are on the order of a few times the thermal energy (k B T ) at the onset of ordering, placing DEFs on par with traditional depletion, van der Waals, and other intrinsic interactions. In experimental systems with these other interactions, we provide direct quantitative evidence that entropic effects of shape also contribute to self-assembly. We use DEFs to draw a distinction between self-assembly and packing behavior. We show that the mechanism that generates directional entropic forces is the maximization of entropy by optimizing local particle packing. We show that this mechanism occurs in a wide class of systems and we treat, in a unified way, the entropy-driven phase behavior of arbitrary shapes, incorporating the well-known works of Kirkwood, Onsager, and Asakura and Oosawa.entropy | self-assembly | colloids | nanoparticles | shape N ature is replete with shapes. In biological systems, eukaryotic cells often adopt particular shapes, for example, polyhedral erythrocytes in blood clots (1) and dendritic neurons in the brain (2). Before the development of genetic techniques, prokaryotes were classified by shape, as bacteria of different shapes were implicated in different diseases (3). Virus capsids (4, 5) and the folded states of proteins (6) also take on well-recognized, distinct shapes. In nonliving systems, recent advances in synthesis make possible granules, colloids, and nanoparticles in nearly every imaginable shape (7-12). Even particles of nontrivial topology now are possible (13).The systematic study of families of idealized colloidal and nanoscale systems by computer simulation has produced overwhelming evidence that shape is implicated in the self-assembly* of model systems of particles (14-17). In these model systems, the only intrinsic forces between particles are steric, and the entropic effects of shape (which we term "shape entropy" † ) can be isolated. Those works show that shape entropy begins to be important when systems are at moderate density (21).In laboratory systems, however, it is not possible to isolate shape entropy effects with as much control, and so the role of shape entropy in experiment is less clear. However, intuition suggests that shape entropy becomes important when packing starts to dominate intrinsic interactions ...