“…When asked to choose between two similar objects, differing only in the curvature or angularity of their contours, people tend to choose the curved contour alternative (Gómez‐Puerto, Munar, & Nadal, ; Gómez‐Puerto et al ., ; Munar, Gómez‐Puerto, Call, & Nadal, ; Munar, Gómez‐Puerto, & Gomila, ). Using different experimental paradigms, people also prefer curvature in lines (Bertamini, Palumbo, Gheorghes, & Galatsidas, 2016; Hevner, ; Lundholm, ; Poffenberger & Barrows, ), typefaces (Kastl & Child, ; Velasco, Woods, Hyndman, & Spence, ), car interior designs (Leder & Carbon, ), familiar objects (Bar & Neta, , ; Leder, Tinio, & Bar, ; Munar et al ., ), meaningless patterns (Bertamini et al ., ; Fantz & Miranda, ; Jadva, Hines, & Golombok, ; Palumbo & Bertamini, ; Palumbo, Ruta, & Bertamini, ; Silvia & Barona, ; Velasco et al ., ), furniture (Dazkir & Read, ), interior architecture (Vartanian et al ., , ), and product designs (Westerman et al ., ). Preference for curvature is common to western and non‐western adults (Bertamini et al ., ; Dazkir & Read, ; Gómez‐Puerto et al ., ; Hevner, ; Kastl & Child, ; Leder & Carbon, ; Leder et al ., ; Lundholm, ; Munar et al ., ; Palumbo & Bertamini, ; Palumbo et al ., ; Poffenberger & Barrows, ; Silvia & Barona, ; Tinio & Leder, ; Vartanian et al ., ; Velasco et al ., ; Westerman et al ., ), toddlers (Jadva et al ., ), newborns (Fantz & Miranda, ), and even to great apes (Munar et al ., ).…”