Understanding Perception

October 10, 2015

Lazy Chief, a Studio in London, translated the studies of neuroscientist Beau Lotto into motion design.

The 4-minute short film explains the way that evolution has shaped the way we perceive the world.

One important statement for visual designers, is that our brains don’t differentiate between imagined stimuli and real stimuli. Professor Lotto explains:

[W]hat’s remarkable is that when we imagine something, it activates the same part of our brain as if we’re actually seeing it. So imagined perception is the same as a real perception.

This has tremendous impact for thinking about the narratives that a culture tells itself.