People often perceive faces or human-like expressions in everyday objects, a phenomenon known as face pareidolia. A recent study conducted by the University of Surrey sheds light on this intriguing behavior and its potential implications for advertising strategies. The research, published in the journal i-Perception, explores how our attention is drawn to both averted gazes and pareidolia.
Understanding Face Pareidolia
The study investigates how attention shifts when confronted with averted gazes—when one subject looks away from another’s eyes—and when noticing imagined face-like structures. Researchers conducted four “gaze cueing task” experiments involving a total of 54 participants. These experiments measured how attention is influenced by the direction of another subject’s gaze.
Results indicated that participants consistently redirected their attention in response to both averted gazes and pareidolic images. Notably, the mechanisms through which attention is captured differ significantly between the two phenomena. While attention to averted gazes primarily focuses on the eye region, pareidolia engages a more holistic processing of the “faces,” resulting in a more robust attentional response.
Insights from the Research
Dr. Di Fu, a Lecturer in Cognitive Neuroscience at the University of Surrey, explained, “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. 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.”
These findings extend beyond academic interest, suggesting practical applications in marketing and advertising. Dr. Fu noted, “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.”
The study underscores the significance of understanding how human perception works, particularly in a world where visual stimuli abound. By leveraging insights from cognitive neuroscience, advertisers can craft more effective campaigns that resonate with consumers on a deeper level.
The full study is available in i-Perception, with further details on methodology and findings. This research not only enhances our comprehension of cognitive processes but also opens new avenues for practical application in various fields, especially marketing.
For more information, refer to the publication in i-Perception (2025). DOI: 10.1177/20416695251352129.