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As with all of Pixar's feature films, the voice actors of the movie were famous names that would be familiar to audiences. The film's main star was Kevin Spacey, who played the villian, Hopper. Audiences had just seen him in The Usual Suspects, where he played a cold personality. The film's hero named Flick was voiced by Dave Foley with his high pitched happy tone. The two voices' tones here contrast very clearly, so it is clear who the audience is supposed to like and not like.
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Something else to note is the contrast between good and evil and how the animators chose to portray these two stereotypes visually. Because Flik is the good guy and the hero, his body is rounded, his eyes are huge, he is a pastel color and his look is very unthreatening. This can then be compared to Hopper, the villian, whose body is scarred and it looks like he has exoskeleton armor. His eyes are very small and his skin is rough looking. Pixar tends to exaggerate "cute" qualities when trying to sway the audience to root for a character or believe they are a good guy.
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https://www.google.com/search?q=hopper+bugs+life&source=lnms&tbm=isch&sa=X&ved=0ahUKEwinzKGb4ojYAhUNymMKHeCoCeMQ_AUICigB&biw=1310&bih=724#imgrc=pghbyG6kel3oOM: |
Clarke, James. The Films of Pixar Animation Studio. Kamera Books, 2013.