Saved by a log: how do humans perform hybrid visual and memory search?

Could you find 1 of your 1,000 Facebook friends in a crowd of 100? Even at a rate of 25 ms per comparison, determining that no friends were in the crowd would take more than 40 min if memory and visual search interacted linearly. In the experiment reported here, observers memorized pictures of 1 to 100 targets and then searched for any of these targets in visual displays of 1 to 16 objects. Response times varied linearly with visual set size but logarithmically with memory set size. Data from memory set sizes of 1 through 16 accurately predicted response times for different observers holding 100 objects in memory. The results would be consistent with a binary coding of visual objects in memory and are relevant to applied searches in which experts look for any of many items of interest (e.g., a radiologist running through a mental checklist of what might be wrong in a car-crash victim or an airport screener looking for any of a list of prohibited items in a carry-on bag).