April 14, 2016 6:11 AM EDT

GRINNING FACE WITH SMILING EYES

On average, subjects interpreted Apple’s icon as significantly more negative than Google’s.

PERSON RAISING BOTH HANDS IN CELEBRATION

Subjects said Microsoft’s icon looked more “exciting,” while LG’s looked more like “praise hands.”

SLEEPING FACE

Descriptions for Google’s version emphasized “sleepy,” whereas Microsoft’s looked “sad” or “down.”

–S.B.

This appears in the April 25, 2016 issue of TIME.

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