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fusiform-face-area

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    Attention Capture Entry #0776

    Why a face in an image is seen before anything else

    A face is seen before anything else because the fusiform face area responds within 170 ms, hijacking attention before the conscious mind chooses where to look.

    Novice
    The hidden part #0776

    Placing a face in an image is not adding a person — it is commandeering a 170-millisecond neural express lane that no typography or colour scheme can match.

    Open file
  • No visual on file
    Memory & Recall Entry #0820

    The reason a mascot outlasts every campaign it appeared in

    A mascot outlasts campaigns because a character’s face activates the fusiform face area, storing the brand in social memory where decay is slower than for slogans.

    Master
    The hidden part #0820

    Campaigns are semantic — they live in the part of memory that forgets. Mascots are social — they live in the part of memory that was built to remember faces for a lifetime.

    Open file