physiognomy
The supposed art of judging character from facial characteristics. We form first impressions from faces despite warnings not to do so. Moreover, there is considerable agreement in our impressions, which carry significant social outcomes. Appearance matters because some facial qualities are so useful in guiding adaptive behavior that even a trace of those qualities can create an impression.
Zebrowitz, Leslie A, and Joann M Montepare. “Social Psychological Face Perception: Why Appearance Matters.” Social and personality psychology compass vol. 2,3 (2008): 1497. doi:10.1111/j.1751-9004.2008.00109.x