Do you like what you see? How vision impacts choice

The human visual system may unconsciously guide the brain’s choices.

A new study hypothesises that “valence perception” - the positive or negative information automatically perceived in the majority of visual information - integrates visual features and associations we have from experience with similar objects or features.

For instance, when we quickly grab a coffee mug out of a messy cupboard, we unconsciously select the one that is most visually appealing.

The findings may offer important insights into consumer behaviour in ways that traditional marketing focus groups cannot.

Read more at Carnegie Mellon University