Monday, May 19, 2014

Making sense of what the eyes see

An MIT study recently showed that the eye can process an image seen for a mere 13 milliseconds.

This high-speed processing directs the eyes, shifting their gaze three times a second.

Even when staring, the eyes are constantly looking for new information. 

A few months later, another MIT study found that sight is a composite of what was seen up to 15 seconds ago.

“What you’re seeing is an average of… the past 10 to 15 seconds,” said Jason Fischer, study author and MIT neuroscientist.

The brain creates stability even while the eyes scan, scan, scan. 

“What vision does is find concepts,” said Mary Potter, author of the first study and MIT professor of brain and cognitive sciences. 

“The brain is … trying to understand what we’re looking at.”

What does this mean for your branding?

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