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Certain images conjure up intense emotion: crying children, a bloody face,
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, a snake rearing for a strike. When people take in pictures that hold deep meaning for them, they actually see the images more vividly. For them,
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, emotion gives the world an extra burst of Technicolor and increases the odds that they will remember the scene.
But the amount of visual boost — called emotionally enhanced vividness — varies from person to person. Some of this variability is in our genes, a new study finds,
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, suggesting that people really do see the world in different ways.
Many of us are familiar with the chemical messenger norepinephrine as a stress chemical. But it doesn’t just dictate whether we fight or flee, says Rebecca Todd, a cognitive neuroscientist at the University of British Columbia in Vancouver. Norepinephrine is also very important for emotional memory. “It’s important in the initial perception of emotional stimuli,
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,” she explains. “It weighs down emotional memories so they burn brighter.”
Norepinephrine is produced in an area of the brain called the locus coeruleus. In an ideal system,
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, the cells in this area produce norepinephrine in response to a signal such as stress. The norepinephrine signals pass to other areas of the brain,
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, but some chemical messenger remains,
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, binding to receptors called alpha2b adrenoreceptors on cells in the locus coeruleus. These adrenoreceptors act as a brake, stopping the production of norepinephrine before things

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