Perception Theory is my own term for describing the application of neurological research and accepted psychological principles to the study of visual communication. By addressing how the mind/brain receives information, processes it, derives meaning from it, and uses it, this theoretical approach adds new medical information to the study of visual communication and helps us assess the efficacy of existing theories of communication derived from social research. Ultimately, in order to be useful, all communication theory and all assumptions about the way we process images and the impact they have on us must be compatible with neurological research.