This article has been reviewed according to Science X's editorial process and policies. Editors have highlighted the following attributes while ensuring the content's credibility: A research team led by Jiyoung Lee, a professor in the Department of Media and Communication, has worked with international researchers to uncover how visual contrast across social media feeds influences how quickly users spot visual misinformation. Published in the journal Computers in Human Behavior, the findings demonstrate that when an online post is noticeably brighter and more colorful than neighboring content, people look at it significantly faster.
Every day, millions of people scroll through fast-moving social media timelines on apps like Instagram, encountering a mixture of photos, videos and text posts. While many believe fake news tricks people entirely through false words, deceptive images often play an even bigger role. Until now, most studies examined single misleading posts in complete isolation.
The SKKU-led study took a fresh approach by examining how the surrounding visual environment—specifically the relative balance of color saturation across multiple posts—guides visual attention and memory. To evaluate this effect under realistic conditions, the researchers monitored participants' eye movements as they scrolled through a mock social media feed. The team adjusted image saturation levels so that either the misinformation post stood out vividly against dull, black-and-white surrounding posts or vibrant surrounding posts overshadowed a muted misinformation post.
The eye-tracking data revealed a clear difference: Users fixed their eyes on the fake post far more rapidly when it was visually dominant compared with neighboring items. However, this visual advantage had clear limits. Participants did not spend more total reading time on the vivid post, nor did they show improved recall of the misleading message later on.
The early spark of attention was driven by automatic visual perception rather than deeper learning. "When we scroll through our phones, our eyes naturally jump toward bright, vibrant colors before our brain even starts evaluating the content," explained Lee. "These results remind us that fighting online misinformation requires looking beyond single posts.
Social media platforms and digital literacy programs must also consider how feed design and visual contrast direct user attention." This research provides practical guidance for building safer digital spaces. By understanding how visual contrast operates, developers and media educators can design smarter interfaces that prevent deceptive content from exploiting basic visual habits, empowering younger generations to navigate digital feeds with greater awareness. Zexin Ma et al., Beyond the post: Effects of vividness dominance on attention and recall of visual misinformation on social media, Computers in Human Behavior (2026).
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