Research from the University of Surrey sheds light on the intriguing phenomenon of face pareidolia, where individuals perceive faces in inanimate objects. This study explores how our brains are drawn to these imagined faces and how this understanding could be harnessed by advertisers to enhance product visibility.
The findings, published in the journal i-Perception, detail the differences in attention directed by averted gazes—where one subject looks away from another’s face—and pareidolia, or the perception of face-like shapes in everyday items. The researchers conducted four experiments, engaging a total of 54 participants, to measure how attention shifts in response to these visual cues.
Participants consistently redirected their focus when exposed to both averted gazes and pareidolia. The research indicates that the mechanisms behind these attentional shifts differ significantly. While averted gazes draw attention primarily to the eye region of real faces, pareidolia captures attention through the overall structure of the perceived faces, leading to a more robust response.
Dr. Di Fu, a Lecturer in Cognitive Neuroscience at the University of Surrey, emphasized the implications of these findings. “Our research shows that both averted gazes from real faces and perceived faces on objects can direct where we look, but they do so through different pathways,” Dr. Fu stated. “We process real faces by 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 potential applications of this research extend beyond theoretical understanding. Dr. Fu suggests that these insights could inform advertising strategies. “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,” he explained.
These findings not only enhance our comprehension of visual perception but also open new avenues for marketing and product design. As advertisers look for innovative methods to capture consumer interest, the principles derived from this research could provide a significant advantage in an increasingly competitive marketplace.
The study’s publication in 2025 marks a notable contribution to the field of cognitive neuroscience, as it highlights the complex interplay between human perception and marketing strategies. Further research in this area may yield even more insights into how our brains interpret visual stimuli in everyday life.
