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Experience BUT at Researchers' Night: How Does the Brain Change What We See?
They say the eyes never lie. But do we really see everything we look at, or does our brain simply select what it considers important from everything in front of us? Visitors to Researchers' Night at the Faculty of Business and Management at BUT will find out.
A glance, data, curiosity. These three words characterise Eye-tracking technology, which reveals how human perception works and what our gaze can tell us. “Visitors will experience how what we actually see differs from the way our brain processes the resulting image,” explains Michala Vránová from the Faculty of Business and Management at BUT.
Using eye-tracking technology, visitors will discover where their eyes actually look when viewing visual communication and what, on the other hand, their brain overlooks. The stand will also feature a practical challenge demonstrating how easily a simple set of instructions can either help or, conversely, complicate what a person is trying to do.
The research combines cognitive psychology with everyday communication, advertising and marketing. Visitors will get a glimpse behind the scenes of processes that normally take place entirely subconsciously and will be able to experience for themselves how much their perception can distort the picture of reality. “People are not usually aware of this, which is why we show how easily we can get lost in communication,” the researcher adds. For her, the most fascinating part of the whole topic is the moment when a person realises that their brain functions as a kind of filter.
“I enjoy the variety and the fact that we are constantly discovering something new and interesting. Every day brings different challenges, and I like that the results have a real-world impact,” she says. She became interested in the research during her studies because she was fascinated by how many hidden processes take place around us every day and how easily sophisticated communication can influence what we notice. “It was love at first sight from the very first experiment, and I haven't been able to let it go since,” Vránová reveals.
And what should visitors take away from Researchers' Night? “I hope they will leave not only with an experience, but above all with an awareness of how powerful visual communication is and how easy it is to overlook what matters most. Our eyes see everything, but the brain chooses only what it wants to focus on. And quite often, it leads us by the nose,” she concludes.
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Researchers' Night takes place on Friday, 25 September, and all faculties and parts of BUT will take part. Laboratories, classrooms and research facilities will open their doors to the public and offer a programme full of experiments, interactive demonstrations and opportunities to meet scientists. More information can be found on the Researchers' Night website. Come and discover how the technologies that shape your everyday life are created, and experience BUT! |
Author: Lenka Hubáčková
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