Suppose, for instance, you want an icon of an eye that grabs attention and feels attractive. Recall, from chapter two, that a female eye looks more attractive if it features a large iris, a dilated pupil, a bluish sclera, conspicuous highlights, and a prominent limbal ring. There are surely other critical features of an attractive eye not yet discovered. The challenge for a marketing team is to create an icon—perhaps a stylized eye, or something more abstract—that captures such features with supernormal effect. At present, given the limits of our scientific knowledge, this challenge may best
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