Whether or not we are aware of it our brains are always analyzing and processing things. From text to people to things we see in everyday life, images are no different, our analysis is something the author of an image considers. In Jenae Cohn's “Understanding Visual Rhetoric”, the ways in which an image can be changed to affect its perception are explained, with elements like color, texture, value, space, etc. these all play into the different reactions a person will have.