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Recent research elucidates how our brains are inherently attracted to and recognise faces in many contexts.
Experiencing the phenomena of face pareidolia occurs when one perceives faces or human-like expressions in ordinary items. A recent study conducted by the University of Surrey has examined how this phenomena captures our attention, perhaps offering insights for advertising in the promotion of future items.
The research, published in i-Perception, examined the distinctions between attention directed by averted gazes—when an individual looks away from another’s eyes or face—and attention directed by pareidolia—perceived face-like objects.
The researchers executed four “gaze cueing task” studies with 54 people to assess how attention is affected by the direction of another individual’s gaze. Participants consistently redirected their attention in response to the emergence of both averted gazes and pareidolia.
Nevertheless, the fundamental methods by which attention is attracted are markedly distinct. Although we are mainly attracted to the eye region of averted gazes, we are captivated by the holistic configuration of pareidolia’s “faces,” resulting in a heightened response and increased attentiveness.
Dr. Di Fu, a Lecturer in Cognitive Neuroscience at the University of Surrey, stated:
“Our research shows that both averted gazes from real faces and perceived faces in objects can direct where we look, but they do so through different pathways. We process real faces through focusing on specific features, like the direction of the eyes. However, with face-like objects, we process their overall structure and where their “eye-like features” are positioned, resulting in a stronger attention response.”
The study’s findings may have consequences that extend beyond an enhanced comprehension of information processing in the brain. Dr. Fu states:
“Our findings may have practical implications too, particularly in areas like product advertising. Advertisers could potentially incorporate face-like arrangements with prominent eye-like elements into their designs, increasing consumer attention and leaving a more memorable impression of their products.”
Original Publication
Journal: i-Perception
DOI: 10.1177/20416695251352129
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