Marvel President Kevin Feige talked to Hero Complex about that and explained how the design differs from the way the character was rendered for those Eric Bana and Ed Norton incarnations..
Feige says "He’ll be about the same size he was in 'The Incredible Hulk' [9 feet tall] or maybe a little bit smaller. His muscles won’t be quite as cut. We figure he’s been the Hulk now for a few years and his physique is changing. He’s not as cut or as ripped as he was in 'The Incredible Hulk.' The most important thing is that face. As you can already see in that concept painting, it is — more than any Hulk that’s ever been done in live action — a Hulk that let’s you see the actor in there. You will be able to see Ruffalo in there."
Feige admits the previous approach avoided portraying Hulk's face like the actor-a decision that he and the company "came to question".
Feige says "we did a few designs that put Ruffalo into it, and we immediately saw how much more you feel for the creature. When you keep that connection going between Banner and the Hulk and you have characters around him trying to reach Banner inside."
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