The experiment is actually fairly straightforward and easy to understand. First, his subjects have their portrait taken in the most unadorned, simplest terms possible. Then, the photos are modified many times over into 50 different versions of the original that are all shown to the subject, one-by-one, while monitoring their brain activity using an Emotiv EEG brain scanner.
Based on the data from the brain scanner, Chasserot can pinpoint the photo that generated the strongest positive reaction. Finally, he posts the original image and the ‘ideal’ image side-by-side so you can see the differences.
See more of Chasserot’s work here, and check out a video about the project below the jump: