In mathematics, a self-similar object is exactly or approximately similar to a part of itself. Many objects in the real world, such as coastlines, are statistically self-similar: parts of them show the same statistical properties at many scales. Self-similarity is a typical property of fractals. Scale invariance is an exact form of self-similarity where at any magnification there is a smaller piece of the object that is similar to the whole. For instance, a side of the Koch snowflake is both symmetrical and scale-invariant; it can be continually magnified 3x without changing shape. The non-trivial similarity evident in fractals is distinguished by their fine structure, or detail on arbitrarily small scales. As a counterexample, whereas any portion of a straight line may resemble the whole, further detail is not revealed.

In mathematics, a fractal is a geometric shape containing detailed structure at arbitrarily small scales, usually having a fractal dimension strictly exceeding the topological dimension. Many fractals appear similar at various scales, as illustrated in successive magnifications of the Mandelbrot set. This exhibition of similar patterns at increasingly smaller scales is called self-similarity, also known as expanding symmetry or unfolding symmetry; if this replication is exactly the same at every scale, as in the Menger sponge, the shape is called affine self-similar. Fractal geometry lies within the mathematical branch of measure theory.