By presenting the edited photos to the volunteers while they wore EEG headsets, Chasserot was able to analyze their brain waves and identify which version they preferred the most based on positive neural reactions. The preferred photo was then labeled as their “ideal” appearance.
“What do we find instinctively beautiful in the human face and how does this translate to self-image? What assumptions would we make about another person if we could see their ideal self-image? Original Ideal combines portrait photography and neuroscience to isolate the subjects’ ideal self image, a cerebrally sincere preference obtained by circumventing conscious thought.”