This effect lies in the fact that the human eye "sees" what the brain is prepared to see, based on the overall context of the image. (The opposite effect when a person "wants" to see something he was not expecting.) This perception is based on the fact that all perceptual experience is the end product of a categorization process. Object contains a set of signs from which the person selects informative and identifying the object, performs the operation of allocating the characteristic to the category. The more people are willing to carry an object to some category, the fewer signs he needed. Thus, the perception of the object depends on it.
The picture illustrating this effect is the Illusion of Selfridge.
Thanks to this illusion, the witness could see NOF on the photos and in real life. In particular, UFOs, ghosts, Bigfoot.
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Illusion Selfridge (Selfridge, 1955). Depending on the context, the same stimulus is perceived as H or A.
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Professor of psychology University Ritsumeikan (Kyoto) Akiyoshi Kitaoka published a optical illusion with strawberries. For the observer strawberry, as expected, appears red. But in fact, in the pictures there are no red pixels.
For those who don't believe, here's the proof: the right side shows the "red" color on the image.
The fact that lighting conditions strongly distort the colors of the object that we are looking at. However, our brains have learned to "compensate" these distortions, we therefore see a red strawberry under any circumstances. It's the same picture Kitaki — brain "adjusted" colors, removing blue shades.
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