They are using a spoken word to prime the subject, so the title is highly misleading: In visual search experiments, participants typically hear a word and find

They are using a spoken word to prime the subject, so the title is highly misleading: In visual search experiments, participants typically hear a word and find the matching item among an array of object images. Crucially, the other objects in the array can be manipulated to resemble the target item visually or linguistically. For example, when asked to find a beaker among other objects, participants look more at objects whose names overlap (e.g., beetle) or rhyme (e.g., speaker) with the target word than at unrelated objects (e.g., carriage)