You are walking down a busy street in a large city and suddenly you see the face of one of your close relatives. Even if you were not expecting to see this person, and even if there are dozens, or even hundreds of people in your visual field, you will immediately recognize this as your (brother mother, sister, cousin). Not only will you recognize them immediately, you will also have an accompanying emotional response (love, hate, fear etc).
Fusiform face area — Although the visual cortex is huge and takes up a large amount of brain resources, there is a special part of the brain outside of the visual cortex whose role it is to recognize faces. It’s called the fusiform face area, or FFA (Kanwisher, 1997). This special part of the brain is also near the amygdala, which is the emotional center of the brain. This means that faces grab attention, are recognized quickly, and bypass the usual brain interpreting channels.
What do you think? Do you find you react to faces at websites? Do they grab your attention?
If you like to read the research:
Kanwisher, N., McDermott J., Chun, M. (1997). The fusiform face area: a module in human extrastriate cortex specialized for face perception. Journal of Neuroscience, 17(11), 4302–4311.