Despite the common advice “not to judge a book by its cover”, we form impressions of character within a second of seeing a stranger’s face. These impressions have widespread consequences for society and for the economy, making it vital that we have a clear theoretical understanding of which impressions are important and how they are formed. In my talk, I outline a data-driven approach to answering these questions, starting by building models of the key dimensions underlying impressions of naturalistic face images. Overall, my findings suggest deeper links between the fields of face perception and social stereotyping than have previously been recognised.