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Attractiveness is a universal form of communication which that explains: "I am healthy and have good genes". It boils down to ideal partners finding each other and procreating.

Although many people reject their ideals of attractiveness due to feeling shallow, we're unable to shake off the unconscious values we hold.

Studies have confirmed that there are certain characteristics that are looked for - specifically in women - such as: facial symmetry, youthfulness, ideal hip to waist ratio, long hair and odour, which are key primal elements to creating a positive first impression

In men, signs of masculinity include a large chest, jutting jaw, and a powerful profile are all attention grabbing.

But beauty alone is not all that attracts people, and there are many other factors that cause attraction, such as social communication, to posture, expression, voice and more

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Attractiveness is the qualities in a person or thing that as a whole give pleasure to the senses. This could be in the form of ; looks, resources, behavior, intelligence or something unique to that person. There are certain factors that cause people to be attracted.

One factor is the facial symmetry. By having a face that has perfect and equal measurements overall would suggest that the person has good genes present in the body which would mean that they are healthy and less likely to contract a disease or illness. On top of that it would enable the person to make friends or land a job, where their ensured they will have the job for a long time period compared to less attractive people. For example women who are with men who have symmetrical bodies have the most orgasms.This then causes people to want to look attractive to society by deciding to do plastic surgery, which makes it worse as it would mean the genes becomes distorted.

Another thing is physical attractiveness. People are more likely to be attracted to partners who seen as physically attractive rather than unattractive people because their better thought of, especially the features that show the best indicator of health and fitness. Men value the aspects of being physically attractive rather than women.

Moreover people tend to be attracted to others who have similar characteristics to themselves such as personality,and attitude, as later on, a partnership would be formed, thus sharing a life with one another. Therefore the  chemistry between one another would be better because the person that is similiar  would have the same likes and dislikes, compared to if the interests don't align, there's a less chance of being attracted as you wouldn't want to hangout.

Also, you can attract someone by doing something to make them like you, this is known as the reciprocity norm where it states that if someone does something good for us we often feel indebted to that person, so we often reciprocate the action, either through affection, admiration or attention.

Lastly the media influence. They portray the images of famous people as perfect and the highest level of attractiveness through manipulation (makeup or photoshop), where people would believe/perceive they are attractive then other people as they have similar characteristics such as long smooth hair or appealing physique , whereas if people that dont have the similar characteristics they are seen as unattractive.

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The idea of attraction is a very broad and subjective concept. Many believe that attraction varies depending on personal taste, experience and of course, culture. However, this is more of a widespread assumption than a fact. Based on a lot of research and investigation, it's been found that people of different cultures, and people of different ages usually do tend to find most of the same things attractive. This high agreement between different kinds of people as to what is attractive and what is not suggests that this judgment is not arbitrary, not subjective - rather it has a 'biological basis'. Or in other words, there is something about our biological make up that helps us decide what is attractive and what is not.

If this is correct, then it would corroborate the 'Perceptual Bias' view which suggests that the reason we find symmetrical faces more attractive is because of the fact that our visual system may be ‘hard-wired’ or programmed in such a way that it processes symmetrical stimuli a lot quicker and easier than asymmetrical stimuli. Because of this greater ease when processing, symmetric stimuli of any kind may be preferred to asymmetric stimuli.  However, further research has presented some problems with this theory.

It cannot be denied though, that there are many more factors that affect our judgment of attractiveness. Our biological make-up is simply one of them. Others include facial expressions and gaze direction. It is often most likely that we find smiling faces more attractive than faces with neutral expressions - however smiling faces are made even more attractive when they are viewer directed (i.e. when the person is smiling at us). This is so because aside from physical beauty, the idea that a person is specifically interested in YOU and interested in engaging with YOU in social situations also aids them in coming off as more attractive.

Another factor happens to be the femininity of the face. Exaggerated feminine characteristics are proven to be preferred on both female and male faces by both men and women.

And lastly, our societal expectations and the propaganda that the media  generates is undoubtedly a contributing factor to this. We base our judgments on schemas and ideal models and we allow ourselves to be influenced by what is 'commonly' deemed attractive (i.e. blonde hair, blue eyes, having an hourglass figure, abs etc.), even though if we had decided to reject the brainwashing, we would most likely find a lot more people beautiful/attractive.

These are only a few of a multitude of factors.

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In a male higher testosterone-estrogen ratios influence face shape producing features such as a broad chin, prominent eyebrow ridge, small eyes, and thin lips. Whereas In females, higher estrogen levels inhibit the effect of testosterone on morphological changes and influence the development of features such as large eyes and full lips.
A face that possesses these characteristics is typically attractive for the opposite gender.
That being said the perception of attractiveness varies greatly between individuals, as well as from different societal and cultural points of view.

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There are many factors that influence the way we are attracted to others and not, a factor I found interesting was people's smiles. Research has found that men are attracted to smiles, however whats odd is that its not the same for the opposite sex. Females are found to find a smolder or serious look more attractive than a man's smile in contrast to the male's perspective.
A factor I found repeated through most websites was the facial symmetry, having a face which is equal on both sides is deemed as attractive. This is where people are manipulated to go through plastic surgeries to enhance or alter the symmetry of their faces with procedures such as nose jobs, or botox.
This manipulation however, is ultimately derived through the media as films, and television programs highlight this notion of picture perfect beauty to the audience, when in reality; makeup, photo-shop and editing are extensive and exhausted to create this "perfection" to the audience.
Furthermore these edited picture perfect images are compared and contrasted with the mundane reality causing people's perception to shift, change and evolve under the media's hands and control.

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The main factor that makes people perceive others as attractive is the symmetry of their face and this is down to the fact that the more symmetrical a persons face is indicates how healthy a person is, as they are infected less and therefore get diseases less. This is the ideal partner in life to have kids with for most people, as it shows that they will be passing on good genes to their offspring. Also, another factor that can change perception on attractiveness is the media in the Western world mostly. This is because the famous people have all the money in the world to make themselves look as attractive as humanly possible if they want to be perceived as the most attractive. The problem with this is that nowadays people that watch the media and see these famous people believe that this is the highest standard and if a person has features like these famous people on the media, they are perceived as more attractive people than others that don't have any of these features.
All around the world there are different perceptions of attractive continent by continent, but overall it seems that makeup has had huge impact on perceptions of attractiveness. This is because there are certain people in the media that put their image out there to others and everyone around the world perceives it as 'attractive' (E.g. Liposuction, face lifts, enlargements).

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One factor that makes people seem attractive is symmetry. One explanation for why  symmetry is found as attractive is because it indicated health (an evolutionary advantage) and people with symmetrical faces are less likely to become infected and get diseases. Another explanation is that they are attractive because it is easier for the human visual system to process symmetrical stimuli. It has been shown that people prefer symmetric pieces of abstract art compared to asymmetric pieces.
Another factor is the influence of the media. As the media show pictures of 'attractive' people we are almost conditioned to think that faces like these are attractive so when people dont have similar features (such as straight silky hair and outstanding facial features e.g. jawline) they are not seen as attractive compared to others who have these features.

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Attraction
Interpersonal attraction refers to positive feelings about another person. It can take many forms, including liking, love, friendship, lust, and admiration.

Influences
Many factors influence whom people are attracted to. They include physical attractiveness, proximity, similarity, and reciprocity:

Physical attractiveness: Research shows that romantic attraction is primarily determined by physical attractiveness. In the early stages of dating, people are more attracted to partners whom they consider to be physically attractive. Men are more likely to value physical attractiveness than are women.
People’s perception of their own physical attractiveness also plays a role in romantic love. The matching hypothesis proposes that people tend to pick partners who are about equal in level of attractiveness to themselves.

Proximity: People are more likely to become friends with people who are geographically close. One explanation for this is the mere exposure effect. The mere exposure effect refers to people’s tendency to like novel stimuli more if they encounter them repeatedly.

Reciprocity: People tend to like others who reciprocate their liking.

EVOLUTIONARY PERSPECTIVES
Evolutionary psychologists speculate that the tendency to be attracted to physically attractive people is adaptive. Many cultures value particular aspects of physical attractiveness, such as facial symmetry and a small waist-to-hip ratio. Evolutionary psychologists point out that facial symmetry can be an indicator of good health, since many developmental abnormalities tend to produce facial asymmetries.

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What an individual sees as an attractive face is usually influenced by the following characteristics of the face; symmetry, facial shape, features, hair colour, teeth, mouth shape and facial expression and the direction of one's gaze.

According to research, the reasons we have for seeing a symmetrical face as being attractive is because of our "evolutionary advantage view" and our "perceptual bias view". In evolution, it was seen that a more symmetrical face was due to the fact that these individuals were more able to withstand infections that could cause facial disfigurement, therefore these individuals being perceived as healthier. Also our perceptual bias kicks in when we see a symmetrical face as we are able to process their facial features much quicker, therefore making us create a more positive perception faster.

The reasons for our perceptions of what an "attractive" face is, is mainly all down to the media which therefore influences societies thoughts. Businesses, TV shows, magazines etc. especially in the western world. However what is seen as attractive can vary from culture to culture. For example, in some African cultures it is seen as attractive for a woman to have an extremely long neck, which has been elongated over time with metal rings. In Asian cultures, it is seen as attractive for women to have webbed feet. The way in which the media portrays "attractability" and attractive individuals can have major social influences on individuals.For example, beauty is associated with upward economic mobility, especially for women, attractive people have more dates than less attractive people, and people who have dated more attractive individuals report being more satisfied with their dates. In mock interviews, attractive people are more likely to be hired than less attractive individuals and attractiveness can also influence judgements about the seriousness of committed crimes. Out of the labs, attractive people also appear to lead more favourable lives; attractive individuals pay lower bail for prison and are more likely to be hired for jobs than less attractive individuals.