Why can looks deceive us?

I think it’s because it’s the first thing the human eye notices and it’s easy to judge by looks. If I could judge a book by it’s cover then so can everyone else. But to me looks still matter regardless. Looks just aren’t everything.
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I hate it when people say don’t matter at all. That’s a lie. Looks just aren’t everything whereas personality isn’t everything. Looks matter to me regardless of personality.
Why can looks deceive us?
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