Neuroesthetics is a fascinating scientific field of study that examines aesthetic perceptions using neuroscience to help understand aesthetic experience from a neurological level. In this talk Jeff will present finding from dozens of scientific research papers and thousands of pages of reading on the subject and how they relate to Architectural Visualization. Are there lessons to be learned from how our brains respond to visual arts? Are all of the rules of thumb we have come to learn about colour, composition, and contrast correct? Can we leverage this research to make more compelling visualizations in architecture? See how Eye Tracking, fRMI scans and other experimental methods reveal a hidden side of visualization.