4. There's a Special Part of the Brain Just for Recognizing Faces

Page 1

A special part of the brain has a specific purpose to recognize faces, called fusiform face area (FFA)

The FFA allows faces to bypass the brain's usual interpretive channels, making faces easier and quicker to recognize than objects.

The FFA is near the amygdala (brain's emotional center), therefore emotion accompanies facial recognition.

For advertising, a face looking at the user will provide an emotional connection.

A face looking in a different direction will direct the user's attention.