Newborns prefer to look at photos and simplified drawings of faces with features arranged naturally/upright rather than upside down or sideways. They prefer photos of faces with eyes open and a direct gaze. They quickly learn to prefer their mothers' face to that of an unfamiliar woman.
After human faces, bright colors, contrasting patterns, and movement are the things newborns like to look at most. Black-and-white pictures or toys will keep your baby's interest longer than objects or pictures with lots of similar colors.
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