Visual memorability in the absence of semantic content.

What determines how well people remember images? Most past research has explored properties of the people doing the remembering - such as their age, emotional state, or individual capacity. However, recent work has also characterized memorability - the likelihood of an image being remembered across observers. But what makes some images more memorable than others? Part of the answer must surely involve the meanings of the images, but here we ask whether this is the entire story: is there also purely visual memorability, driven not by semantic content but by perceptual features per se? We isolated visual memorability in an especially direct manner - by eliminating semantic content while retaining many visual properties. We did so by transforming a set of natural scene images using phase scrambling, and then testing memorability for both intact and scrambled images in independent samples. Across several experiments, observers saw sequences of images and responded anytime they saw a repeated image. We found reliable purely visual memorability at the temporal scales of both short-term memory (2-15 s) and longer-term memory (several minutes), and this could not be explained by the extent to which people could generate semantic labels for some scrambled images. Collectively, these results suggest that the memorability of images is a function not only of what they mean, but also of how they look in the first place.