FNAF character designs in a nutshell
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FNAF 1:
Animatronics that don't look like they're busted or broken, but simply look like antiquated pieces of technology. The horror in their designs comes from the same horror in real-life animatronics ; they don't look or feel RIGHT. This is commonly known as "The uncanny valley." When things look and move ALMOST like how you would expect them to, but not exactly, it creates a natural sense of revulsion in the observer. And the movements and looks of the animatronics takes full advantage of the Uncanny Valley.
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FNAF 2:
The animatronics are updated and look more sleek and shiny. By now, the player knows the Animatronics in this series are going to be antagonists, so the sleek, shiny, kid-friendly look to the animatronics is designed to directly counter this. You KNOW they're evil and menacing, but they look far safer than the original animatronics. Their friendly exterior, and their true nature the player is already aware of, causes the player to hold both of these opposing, conflicting view points at the same time. This is called "cognitive dissonance" and by forcing the player to have two opposing view-points on the animatronics, this cause extra mental stress, and as such makes the game scarier.
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FNAF 3:
FUCK IT. GHOSTS AND A ZOMBIE LOOKIN' MOTHERFUCKER.
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FNAF 4:
FUCK IT, HOW MANY PIECES OF SHARP METAL CAN WE ADD? QUICK, ADD IN MORE TEETH! MORE POINTY BITS! MORE TEETH! MORE POINTY BITS!
