Beauty reduces brain energy consumption – study

Researchers at the University of Toronto have found that images requiring minimal energy for the brain to process are perceived as more pleasant by people. The study’s results were published in PNAS Nexus.

According to the scientists, the brain is one of the body’s most “energy-demanding” organs, consuming about 20% of the total calories entering the body. Nearly half of this energy is used by the visual system alone.

Very simple visual signals, such as empty white rooms, are easy to process but quickly become boring. Very complex images demand high metabolic “costs” and can be exhausting. The researchers suggest that aesthetic preference may be linked to seeking an “energy-efficient golden mean.”

To test the hypothesis, the team used a computer model to estimate the “energy cost” of processing 4,914 images. These measurements were then compared with attractiveness ratings from 1,118 human participants. Finally, they confirmed the findings using brain imaging of four volunteers, measuring oxygen consumption to assess actual energy expenditure.

In both experiments, participants rated images that required less energy to process as more visually appealing. Quick responses reflected the initial stage of aesthetic impression—occurring before the viewer consciously considered the content of the image.

The study authors suggest that visual attractiveness could be a subtle strategy for conserving energy in the brain.

For reference, previous research by Fujita Health University and the Tokyo Medical Science Institute identified a potential new biomarker linked to rapid brain processing, which may also be associated with various anxiety disorders.