Scientists Set Out To Measure How We Perceive Naturalness

ScienceDaily (July 5, 2008) — Natural products are highly valued by consumers yet their properties have been difficult to reproduce fully in synthetic materials, placing a drain on our limited natural resources. Until now ...

Scientists at the National Physical Laboratory (NPL) are working towards producing the world's first model that will predict how we perceive naturalness. The results could help make synthetic products so good that they are interpreted by our senses as being fully equivalent to the 'real thing', but with the benefits of reduced environmental impact and increased durability.

NPL began undertaking a real-time experiment at the Royal Society's Summer Science Exhibition. The public were invited to touch and feel 20 wood and wood effect samples and vote on whether they are real or not. The exhibition will now be toured around the UK during the next year to collect a census of data from across the country. This will then be used to help build the first predictive model of how we judge naturalness.

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