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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, 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,
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, a new study finds, 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,
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, 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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