The hidden arrow in the FedEx logo: Do we really unconsciously “see” it? by Shih-Chiang Ke, Ankit Gupta, Yu-Hui Lo, Chih-Chung Ting, Philip Tseng

“…These results can be well explained by the Biased Competition Model in figure-ground research, and together suggest: (1) people do not unconsciously perceive the FedEx arrow, at least not enough to exhibit a cueing effect in attention, but (2) knowing about the arrow can fundamentally change the way we visually process these negative-space logos in the future, making people react faster to images with negative space regardless of the hidden content.…”
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