Unicronians are capable of emitting a subconscious neural spark pulse-thingy that causes others to perceive them in a different way.

Of course being a ability/’gift’ from Unicrons power this means it makes others visualise them in horrific ways.

Scourge and the Sweeps are suddenly far more beastly than you remember.
Cyclonus is just that bit bigger, sharper and nastier than before.
Galvatron seems to have a few too many teeth, all sharp, and flaming optics.

The effect seems to get worse the more the afflicted individual becomes frightened, specifically in a manner where they feel like prey.

However the Unicronians themselves seem somewhat unaware that they’re even doing this.