Solving this puzzle in under 12 seconds is hard -science explains why

The tricky puzzle shows a sea of pink and purple flowers, along with a small hidden handbag.

Designed by UK-based fashion retailer Quiz, it challenges viewers to find the purse faster than the 12-second record.

Scientists at the University of Washington Health Sciences conducted research to discover how the brain operates when figuring out shapes.

During the easy portion, the brain was firing off signals in parts of the visual cortex associated with sight.

And the neurons responded more strongly to visible shapes.