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  • Preference For Object
  • Preference For Object
  • Aesthetic Preferences
  • Aesthetic Preferences

Articles published on Visual Preference

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  • New
  • Research Article
  • 10.1177/14771535261443994
Learning daylighting preferences from pairwise comparisons
  • Apr 27, 2026
  • Lighting Research & Technology
  • S Lu + 1 more

Learning visual preferences in indoor spaces can be inherently challenging, particularly in daylit environments. Visual preferences extend beyond visual comfort and depend on both qualitative and quantitative attributes which cannot be represented by linear and isolated scale points. For that reason, Likert-type scales alone are insufficient for learning human preferences. This article discusses the issues with Likert-type scales, introduces the benefits of relative comparisons and presents the most recent research on pairwise daylighting preference learning, including conceptual methods and algorithmic approaches. It also presents the challenges and limitations of pairwise preference learning methods related to lighting and describes practical implications in real-world applications.

  • New
  • Research Article
  • 10.1080/17483107.2026.2662436
Enhancing photographic AAC displays for children with cortical visual impairment: foundations for accessible design and implementation
  • Apr 25, 2026
  • Disability and Rehabilitation: Assistive Technology
  • Kevin Pitt + 3 more

Purpose Photographic AAC displays, such as visual scene displays, are gaining recognition as a valuable tool in augmentative and alternative communication (AAC) for their capacity to incorporate familiar objects and contextually rich images that enhance communication. However, it is possible the complexity of some photographic AAC displays may unintentionally obstruct communication for those with cortical visual impairment (CVI) rather than support it. Therefore, investigating design principles that reduce complexity, and foster engagement could improve the effectiveness of photographic AAC displays for children with CVI. Materials and Methods This perspectives paper hopes to lay a foundation for enhancing photographs for those with CVI, discussing strategies to modify photographs to possibly help improve visual accessibility and engagement. Results Key approaches discussed include considering a) the number of photographic elements and item spacing, b) adjustments to contrast, including brightness, and colour saturation, c) outlining, and d) familiarity, object size, and visual field preferences. This perspectives paper also considers just-in-time (JIT) programming applications for individuals with CVI, providing examples of potential photographic manipulations to explore the feasibility of applying these modifications to real-life photographs. Conclusion By addressing the unique visual processing challenges associated with CVI, these strategies offer a foundation for interdisciplinary collaboration and help serve as a starting point for comprehensively evaluating how various photographic design factors influence AAC outcomes, ultimately supporting improved communication and literacy for this population.

  • New
  • Research Article
  • 10.3390/buildings16081636
Cultural Symbol Preferences of Visitors to Historical and Cultural Heritage Buildings: A Case Study of the Yellow Crane Tower Based on Social Media Data and Deep Learning
  • Apr 21, 2026
  • Buildings
  • Liyuan Li + 3 more

Against the backdrop of expanding digital dissemination and experiential transformation in cultural heritage, visitors’ visual attention and symbolic choices increasingly shape heritage cognition and value transmission. Taking the Yellow Crane Tower as a case study, this research constructs a cultural symbol recognition dataset based on visitor-shared social media images and develops an enhanced ResNet-50 model for multi-label analysis. By integrating attention mechanisms and regularisation strategies, the model improves its capacity to capture complex cultural imagery, achieving a macro F1 score of 72.70% and a micro F1 score of 81.05% on the test set, indicating strong generalisation performance. The results reveal a significant imbalance in visual preferences: landmark symbols centred on the main architectural structure dominate at 32.95%, whereas culturally informative elements such as signage, cultural products, and interpretive facilities each account for less than 5%. Tag co-occurrence analysis further identifies three image production patterns: commemorative presentation, contextual documentation, and detail-oriented cultural photography reflecting different levels of heritage perception. Rather than directly proposing prescriptive strategies, the findings provide an empirical basis for informing future interventions aimed at shifting from landmark-focused viewing to deeper cultural perception. In this way, the study contributes to heritage display optimisation and research on visitor visual behaviour.

  • Research Article
  • 10.55324/josr.v5i5.3135
A Qualitative Exploration of Generative Batik Ornaments and Digital Branding Strategies Based on Consumer Behavior in the Creative Economy Era
  • Apr 10, 2026
  • Journal of Social Research
  • Iwan Sulistyo + 1 more

Industry batik fashion today undergoing a comprehensive transformation because of the convergence of digital technology and shifts in consumer behavior within the Creative Economy Ecosystem. These dynamics demand that industry players move beyond merely preserving traditional cultural identity and begin orchestrating design innovation and marketing strategies that resonate with digital markets. This research focuses on a qualitative analysis of the utilization of a generative design approach in the visual engineering of batik ornaments, as well as formulating a conceptual model of branding strategies based on consumer data to increase competitiveness in modern fashion. Through a qualitative approach that emphasizes exploratory design analysis and digital consumer behavior research, data are deeply examined through literature studies, observation of visual trends on social media, and narrative evaluation of audience preferences. The research findings indicate that algorithmic generative design systems can broaden the spectrum of motif innovation flexibly through modifications in pattern structures, repetition, and color composition. Furthermore, a qualitative understanding of digital data provides sharper empathetic insights into consumer visual preferences, guiding the design process to become more adaptive. This research culminates in the formulation of a conceptual branding model that closely integrates design exploration, consumer insight analysis, and digital communication strategies, thereby holistically strengthening the legitimacy of batik as a competitive cultural commodity in the global fashion arena.

  • Research Article
  • 10.1080/13467581.2026.2653931
The scale-dependent effect and visual preference adjustment of urban paid study room space factors: an empirical study based on the Visual Stated Preference method
  • Apr 10, 2026
  • Journal of Asian Architecture and Building Engineering
  • Yifei Mao + 4 more

ABSTRACT Spatial factors affect the learning efficiency of users in urban Paid Self-study Rooms, with varying impacts across different scales of learning environments. Academic research has not performed adequate empirical studies on this scale dependency and its underlying mechanisms influencing learning efficiency. This study employs Paid Self-study Rooms within the university cluster of Shenyang as its empirical subjects. Utilising an optimised Visual Stated Preference (VSP) methodology, 18 virtual scenarios encompassing 7 spatial factor variables were developed. The analysis was conducted using binary logistic regression and discrete choice models based on 288 valid questionnaires. The results indicate substantial scale-dependent impacts of spatial variables … (per capita area, window-to-wall ratio, seating arrangement, landscaping ratio, storage space proportion, and colour tone) on the learning utility in Paid Self-study Rooms, with key influencing factors varying between large 200㎡ spaces and small 25㎡ spaces. The research elucidates the moderating influence of sociodemographic factors (gender, age, identity, and payment method) on spatial preferences. This study delineates essential parameters for the spatial characteristics of Paid Self-study Rooms in designated cities, offering a quantitative reference range for such facilities of differing scales in similarly high-density urban settings.

  • Research Article
  • 10.1016/j.jecp.2025.106438
Memory for complex dynamic events across two weeks in early infancy.
  • Apr 1, 2026
  • Journal of experimental child psychology
  • Osman Skjold Kingo + 3 more

Results from recent studies have shown that infants down to six months of age remember complex dynamic events across a two-week retention interval. However, the earliest age at which such material can be remembered is unknown. To explore this gap, the present study examined infants' memory for complex dynamic events after a delay of two weeks in a visual paired-comparison design. We tested two age groups, a group of six-month-olds (N=37) and a group of four-month-olds (N=37). At T1 participants saw one of two animated movies with a simple narrative. At T2 infants saw both movies simultaneously and visual preference was discerned with eye-tracking. The six-month-olds looked reliably longer at the familiar movie thus indicating memory for this movie while the looking-pattern of the four-month-olds did not differ from chance. Supplementary Bayesian analyses showed moderate evidence for the six-month-olds looking more at the familiar movie than chance while showing moderate evidence for the 4-month-olds looking at chance level. These findings replicate recent findings with identical stimuli for the six-month-olds but fail to demonstrate memory in the group of 4-month-olds. Different analytical approaches are discussed as well as the implications of the results in relation to visual-paired comparison studies in general and the development of event memory in particular.

  • Research Article
  • 10.1016/j.jobe.2026.115883
User-centered multi-objective optimization of photovoltaic blinds geometric design integrating daylighting, energy, and visual preference via XGBoost, NSGA-II, discrete choice experiments
  • Apr 1, 2026
  • Journal of Building Engineering
  • Wei Wang + 1 more

User-centered multi-objective optimization of photovoltaic blinds geometric design integrating daylighting, energy, and visual preference via XGBoost, NSGA-II, discrete choice experiments

  • Research Article
  • 10.32664/mavis.v8i01.2271
Eksplorasi Desain Karakter untuk Buku Cerita Pop-Up “Pixel dan Pixie yang Cerewet”
  • Mar 30, 2026
  • MAVIS : Jurnal Desain Komunikasi Visual
  • Oscar Ade Gunawan + 2 more

The development of digital technology has made gadget use inseparable from daily life, including among children. The use of gadgets among children without proper understanding and supervision can lead to addiction, increased stress levels, reduced physical activity, emotional distress, and behavioral problems. Therefore, efforts are needed to educate children about the dangers and impacts of excessive gadget use. One of the efforts that can be carried out is the use of educational media that can convey messages to children optimally. In this study, the effectiveness of the media is assessed based on its ability to increase children's visual interest, facilitate understanding of the story content, and help children recognize characters and the messages conveyed. One medium that has this potential is a pop-up storybook. In the creation of a pop-up book, the process of character design cannot be separated. This study aims to explore the process of character design development through the stages of the design thinking method, which include concept formulation, the creation of alternative designs, and testing of visual preferences in a pop-up storybook. This research is part of a final project on designing a pop-up storybook as an educational medium for children's gadget use, entitled "The Chatty Pixel and Pixie," which focuses on the character design process. The method used in this study is the design thinking method, which consists of the stages of empathize,define,ideate,prototype, test.

  • Research Article
  • 10.64898/2026.03.23.713749
Pregistered movie-fMRI analyses reveal altered visual feature encoding in autism in pSTS
  • Mar 24, 2026
  • bioRxiv
  • Jeff Mentch + 3 more

Sensory–perceptual differences are widely reported in autism, yet their underlying mechanisms remain unclear. We tested preregistered hypotheses using stacked encoding models applied to naturalistic movie-viewing fMRI from children and adolescents with and without an autism diagnosis from the Healthy Brain Network. We mapped cortical responsiveness to low- and high-level auditory and visual feature spaces. Contrary to enhanced perceptual functioning predictions, autism was not associated with increased low-level encoding in primary sensory cortices. Instead, autistic children and adolescents had reduced high-level visual representations and a relative shift toward low-level over high-level feature encoding in integration and social brain regions including the pSTS and adjacent face/social areas. In pSTS, this high–low weighting tracked Social Responsiveness Scale (SRS) scores. By contrast, audio–visual modality preference and sensory dominance were broadly conserved across groups. Developmentally, encoding exhibited strong, lateralized, modality-congruent age effects. Together, these findings favor weak central coherence accounts over early sensory enhancement, constrain mechanisms to altered visual feature weighting within social/multisensory networks, and demonstrate the value of naturalistic stimuli and encoding models for characterizing sensory-perceptual neurodevelopmental differences.

  • Research Article
  • 10.1080/25741136.2026.2642885
Digital storytelling pedagogy in higher education: bridging traditional narratives and contemporary media practice for millennial learners
  • Mar 10, 2026
  • Media Practice and Education
  • Rofiqi + 4 more

ABSTRACT Digital technology advancement has transformed educational paradigms, particularly in teaching traditional narratives to millennial learners who favour multimodal, interactive experiences. This research examines digital storytelling as a pedagogical bridge between conventional narrative instruction and contemporary media practice in higher education. Three objectives guide the study: analysing millennial learning characteristics and their implications for traditional narrative pedagogy; examining digital storytelling implementation concepts and empirical evidence; and formulating integration strategies for higher education contexts. A descriptive-analytical literature review synthesises findings from national and international scholarship in education, media studies, and digital humanities. Results reveal that millennials exhibit visual, interactive, and digitally-oriented learning preferences that strain disciplines reliant on lengthy traditional texts, necessitating innovative approaches. Digital storytelling emerges as a theoretically grounded and empirically supported methodology that enhances engagement with traditional narratives; however, persistent challenges include students prioritising production aesthetics over analytical depth, unequal distribution of digital skills, and faculty resistance to technology adoption. Using Siroh Nabawiyah as a case study – with a five-week teaching vignette – transferable principles are identified for literature, history, cultural studies, and related humanities disciplines. Effective integration requires institutional commitment encompassing faculty development, cross-departmental governance, and authentic assessment recognising both scholarly content and media production competencies.

  • Research Article
  • 10.1080/2331186x.2026.2642465
Beyond formal preferences: the influence of mathematical thinking styles on problem solving processes in systems of linear equations
  • Mar 9, 2026
  • Cogent Education
  • Mauricio Allendes-Cerda + 2 more

There is limited research examining how mathematical thinking styles influence students’ problem solving processes, particularly in nonroutine tasks involving systems of linear equations. This study analyzed which mathematical thinking styles are identified in students and how these styles influence their problem solving strategies. The research followed an interpretive qualitative design. Data were collected from 16 undergraduate students in a Mathematics and Computer Science Pedagogy program at a Chilean university who completed a problem solving task on systems of linear equations. Students’ task developments were examined through content analysis. Results revealed analytical, integrated, and visual preferences, with no significant predominance among them. These tendencies shaped students’ strategies, promoting nontraditional approaches beyond those typically taught in linear algebra courses. The study highlights the importance of recognizing and valuing the diversity of mathematical thinking styles as a didactic resource for addressing nonroutine mathematical tasks in the classroom.

  • Research Article
  • 10.3389/fpsyg.2026.1750378
Visual perception preferences in Lingnan gardens: a semantic differential survey with a convenience sample
  • Mar 9, 2026
  • Frontiers in Psychology
  • Qiang Guo + 6 more

Lingnan gardens represent one of the three major schools of classical Chinese gardens. As the manifestation of regional culture and ecological wisdom in South China, they are considered irreplaceable in terms of their inherited historical context and role in shaping the spirit of locations. The aim of this study was to investigate the public’s perception of the commonalities and characteristics of Lingnan gardens as well as group differences in visual perception to accurately understand the public’s visual preferences for Lingnan gardens and promote their protection, utilization, and innovative development. A convenience sampling method was used to the semantic differential (SD) method, and Yuyin Garden in Guangzhou, Foshan Liangyuan Garden, Dongguan Keyuan Garden, and Shunde Qinghui Garden were selected as sample collection locations. A total of 120 valid data points were collected. Factor analysis, descriptive statistics and chi-square test were used to explore the perceptual dimensions and inter-group differences. The findings of the study were as follows: (1) Principal component factor analysis revealed that the four factors with the greatest impact on public visual perception were visual attention factors, visual information content factors, field of vision factors, and spatial visual factors. (2) Among the evaluation factors in the 120 questionnaires, the overall scoring trend was consistent, and the visual perception results of Lingnan gardens in different locations were similar. Natural elements received the highest evaluation score, and the public’s evaluation of this issue was the most unified. The evaluation of area size and Western cultural elements had the most significant differences, and the opinions of the respondents were difficult to unify. (3) There were two items that differed due to different groups of people and were divided into two categories: growth factors and non-growth factors, among which growth factors have a greater impact. The differences in visual perception of Lingnan gardens were explored in this study from the perspective of the public, and a quantitative translation path for analyzing the differences in visual perception of classical Chinese gardens is proposed. Although the sample size is sufficient for an initial understanding, it is recommended that future studies involve larger and more stratified samples to enhance generalizability.

  • Research Article
  • 10.1038/s41598-026-40862-3
Visual preference for previously familiar faces in Chimpanzees (Pan troglodytes).
  • Mar 6, 2026
  • Scientific reports
  • Aiko Ode + 2 more

This study investigated how chimpanzees' visual preferences for familiar faces are influenced by the temporal status of social relationships (specifically, whether the familiar face was a past or present groupmate) and by the duration of cohabitation. Using eye-tracking technology, the visual behavior of six chimpanzees was recorded as they viewed paired facial photographs consisting of one familiar and one novel individual. Familiar faces were categorized into two conditions: previously cohabitating individual's face (past-cohabitation) and currently cohabitating individual's face (present-cohabitation). A significant looking bias toward familiar faces was observed only in the past-cohabitation condition, indicating a visual preference for faces no longer present in the group. In contrast, no such preference was found in the present-cohabitation condition. Furthermore, within the present-cohabitation condition, longer cohabitation duration was associated with reduced visual preference for the familiar face, whereas no such relationship was observed in the past-cohabitation condition. These findings suggest that chimpanzees' visual attention toward familiar faces is modulated by both the temporal context of the relationship and the duration of cohabitation, and that long-term social memory may persist across age and even after extended periods of separation.

  • Research Article
  • 10.59141/jist.v6i11.9157
Cross-Cultural Technology Adaptation in Global Video Consultation Platforms: Language, Interface Design, and Cultural User Experience
  • Mar 3, 2026
  • Jurnal Indonesia Sosial Teknologi
  • Septien Dwi Savandha

The globalization of video consultation platforms has exposed critical gaps in cross-cultural technology adaptation, with linguistic and cultural barriers significantly impeding equitable access to healthcare. This study investigated how cultural and linguistic factors influence user experience with video consultation platforms across diverse global contexts. A qualitative phenomenological approach was employed, utilizing purposive sampling to recruit 45 participants from six countries (Indonesia, Japan, Lebanon, India, Germany, Brazil) representing distinct cultural dimensions. Data collection occurred through semi-structured interviews (45-60 minutes) and think-aloud protocol sessions (n=18) between March and September 2024. Reflexive thematic analysis, following Braun and Clarke's framework, was conducted, achieving intercoder reliability (κ = 0.87), with data saturation confirmed at 38 participants. Five primary themes emerged: linguistic accessibility barriers affected 82.2% of non-English-speaking participants, and medical terminology translation difficulties ranged from 57.1% to 87.5% across countries. Collectivist culture participants (82.6%) preferred family-inclusive features, whereas individualist culture participants (80%) preferred individual-focused interfaces. Participants from a high-context communication culture required 47% longer to complete the task. Privacy priorities varied substantially, reflecting cultural specificity in trust-formation mechanisms. Visual design preferences varied markedly in color symbolism, information density (42%-78% preferred screen coverage), and icon recognition rates (37.5%-87.5%). Cultural and linguistic factors fundamentally shape the usability of video consultation platforms across multiple dimensions. Findings challenge universal design paradigms, establishing cultural responsiveness as essential to the equitable deployment of telemedicine. Platform developers must integrate comprehensive cultural adaptation, encompassing linguistic localization, accommodation of communication patterns, culturally appropriate privacy frameworks, and customization of visual design.

  • Research Article
  • 10.3390/insects17030276
Species-Specific Color Preferences During Foraging in Aedes aegypti, Aedes albopictus, and Culex quinquefasciatus Across Varying Light Conditions.
  • Mar 3, 2026
  • Insects
  • Fanny Hellhammer + 3 more

Mosquitoes are key vectors of numerous infectious diseases, making the study of their behavior essential for effective control strategies. This study investigates the color preferences of Aedes aegypti, Aedes albopictus, and Culex quinquefasciatus during foraging, using an ink-based staining method to assess feeding behavior under varying light intensities (0, 130 and 1600 lx). At 0 lx, no consistent visual preferences emerged, confirming reliance on olfactory cues only. Under dusk-like illumination (130 lx), diurnal Aedes exhibited a tendency to approach red stimuli (probably perceived as grey) over darker targets, with Ae. albopictus females and males showing significant preference for red over green responses, indicating early salience of red contrasts. At high illumination (1600 lx), Aedes shifted preference toward black, especially in males, reflecting dominance of achromatic contrast and camouflage considerations. In contrast, crepuscular Cx. quinquefasciatus showed strong attraction to black at dusk-like light in both sexes; at high illumination, females' preferences shifted from black to red, whereas males maintained or reverted to black preference across assays. These divergent patterns align with differences in photoreceptor sensitivity, contrast processing, and ecological niches governing host- and swarm-seeking. Identifying how dusk-like versus bright light modulates color-driven behavior provides insights for designing trap colors and illumination regimes optimized for specific mosquito species and sexes, thereby enhancing targeted vector-control strategies.

  • Research Article
  • 10.29183/2447-3073.mix2025.v11.n4.249-270
BIOPHILIA IN ARCHITECTURE: GREEN SPACES AND NATURAL MATERIALS IN THE ARCHITECTURAL CONFIGURATION OF LONG-TERM CARE FACILITIES FOR THE ELDERLY
  • Mar 2, 2026
  • MIX Sustentável
  • Nathalia Borsatto D’Agostin + 1 more

The aging of the Brazilian population requires attention to biological, psychological, and social changes. Many families are unable to provide the necessary support, leading to the institutionalization of elderly individuals in Long-Term Care Facilities for the Elderly (LTCFs). The lack of integration of green spaces and natural materials in these environments compromises residents' well-being. Although studies highlight the benefits of these elements, little research has been conducted on their application in LTCFs. This study assesses the preferences of elderly individuals for green spaces and natural materials in the architectural configuration of LTCFs in Criciúma/SC. The research, with a qualitative and exploratory approach, included systematic observation of the physical environment at the institutions and in-depth interviews supported by images to evaluate visual preferences. The results indicated that older adults prefer green environments. Outdoor spaces are highly valued for providing freedom, socialization, and contemplation, whereas indoor spaces are valued for offering privacy. The presence of vegetation and natural elements is associated with emotional and physical well-being, evoking affectionate memories. Environments without connection with green spaces are considered unpleasant. Based on these findings, greater integration of green spaces and natural materials, especially wood, is suggested in the architecture of LTCFs.

  • Research Article
  • 10.18421/tem151-82
Extended Reality Development to Enhance Nervous System Learning Among Health Professions Students
  • Feb 27, 2026
  • TEM Journal
  • Matrissya Hermita + 4 more

Understanding the nervous system is essential for health science students, yet its complexity poses significant learning challenges. Cognitive psychology suggests that effective learning requires managing cognitive load and engaging multiple sensory channels to enhance memory and comprehension. Extended reality (XR) technology, by providing immersive, interactive 3D visualizations, aligns with these principles and offers potential to improve neuroanatomy education. This study assessed student learning needs and material complexity among 216 medical and pharmacy undergraduates at Universitas Gunadarma using a mixed-methods approach. Document analysis and classroom observations informed questionnaire development, which evaluated learning styles and content needs. Data was analyzed using qualitative coding and SPSS for quantitative results. XR media development followed the Waterfall model, encompassing analysis, design, implementation, testing, and maintenance. Findings revealed overlapping anatomy topics across programs and a predominance of visual learning preferences (p > 0.371). Brain structure and functional areas were identified as critical content requiring detailed spatial representation. These results underscore the importance of designing XR learning tools that accommodate cognitive principles and student characteristics, particularly by enhancing spatial visualization to reduce cognitive load and improve understanding. This study supports the targeted development of XR-based neuroanatomy media to advance health professions education.

  • Research Article
  • 10.3390/buildings16040765
How Wooden Design Enhances User Satisfaction in Concert Halls: The Serial Mediating Roles of Flow Experience and Place Attachment
  • Feb 13, 2026
  • Buildings
  • Zitong Zhan + 4 more

In the field of cultural architecture design, the deep impact mechanisms of wooden material design perception on users’ psychological experiences have not yet been fully elucidated. The interior environmental design of concert halls, as venues for immersive artistic experiences, especially the use of natural materials such as wood, is considered a key factor shaping audience perception and experience. However, existing research has largely focused on the acoustic performance of or visual preferences for wooden materials, while there remains a lack of mechanistic explanations for how wooden design perception systematically enhances users’ overall satisfaction through a series of internal psychological processes. Based on the “stimulus–organism–response” theoretical framework, this study proposes a chain mediation model aimed at exploring how perception of wooden design in concert halls enhances user satisfaction by promoting users’ flow experience and subsequently strengthening their place attachment. Through a cross-sectional survey of 1017 audiences with actual experience in wooden concert halls and analysis of the data using covariance-based structural equation modeling, the findings reveal that: (1) perception of wooden design has a significant direct positive effect on user satisfaction; (2) both flow experience and place attachment independently mediate the influence of wooden design perception on user satisfaction; (3) there exists a significant chain mediation path: “perception of wooden design → flow experience → place attachment → user satisfaction”. This study validates, from an architectural psychology perspective, the role of flow and place attachment as consecutive psychological mechanisms. The research provides empirical evidence for architects to use wood as a psychological intervention tool in cultural spaces, transforming material selection from an aesthetic consideration into a systematic design strategy with measurable psychological outcomes.

  • Research Article
  • 10.1371/journal.pone.0340620.r006
Variations in face experiences during the COVID-19 pandemic affect infants’ preference for their mother’s face
  • Feb 11, 2026
  • PLOS One
  • Megumi Kobayashi + 4 more

The Coronavirus disease 2019 pandemic has significantly altered infants’ social environments. In Japan, people continued to wear face masks outdoors for approximately three years following the onset of the pandemic. Consequently, most infants born during this period have limited exposure to unmasked faces. However, how such changes in face experience may influence the development of face processing during infancy remains unclear. In the present study, we investigated visual preferences for mothers’ faces versus unfamiliar female faces in 5–8-month-old infants born during the pandemic in three regions of Japan (Tokyo in Experiment 1 and provincial cities in Experiment 2). Infants’ preferences for their mothers’ faces were evaluated under two conditions: when both faces were unmasked (unmasked condition) and when both wore face masks (masked condition). Additionally, parents completed questionnaires reporting their infant’s exposure to unmasked faces in daily life. Group-level analysis showed that infants in provincial cities significantly preferred their mothers’ faces under both masked and unmasked conditions. By contrast, infants in Tokyo showed a significant preference for their mothers’ faces only in the masked condition. Moreover, individual-level analyses revealed that infants with greater exposure to unmasked faces were more likely to prefer their mothers in the unmasked condition. These findings suggest that infants’ daily visual experiences, particularly with unmasked faces, may modulate their developing preferences for their mothers’ faces, highlighting the impact of social context on early face processing.

  • Research Article
  • 10.1371/journal.pone.0340620
Variations in face experiences during the COVID-19 pandemic affect infants' preference for their mother's face.
  • Feb 11, 2026
  • PloS one
  • Megumi Kobayashi + 3 more

The Coronavirus disease 2019 pandemic has significantly altered infants' social environments. In Japan, people continued to wear face masks outdoors for approximately three years following the onset of the pandemic. Consequently, most infants born during this period have limited exposure to unmasked faces. However, how such changes in face experience may influence the development of face processing during infancy remains unclear. In the present study, we investigated visual preferences for mothers' faces versus unfamiliar female faces in 5-8-month-old infants born during the pandemic in three regions of Japan (Tokyo in Experiment 1 and provincial cities in Experiment 2). Infants' preferences for their mothers' faces were evaluated under two conditions: when both faces were unmasked (unmasked condition) and when both wore face masks (masked condition). Additionally, parents completed questionnaires reporting their infant's exposure to unmasked faces in daily life. Group-level analysis showed that infants in provincial cities significantly preferred their mothers' faces under both masked and unmasked conditions. By contrast, infants in Tokyo showed a significant preference for their mothers' faces only in the masked condition. Moreover, individual-level analyses revealed that infants with greater exposure to unmasked faces were more likely to prefer their mothers in the unmasked condition. These findings suggest that infants' daily visual experiences, particularly with unmasked faces, may modulate their developing preferences for their mothers' faces, highlighting the impact of social context on early face processing.

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