Pictogram, according to Wikipedia, is an ideogram that conveys its meaning through its pictorial resemblance to a physical object. The picture above is the pictogram of polo. Our brain didn't just see several shapes and lines in this picture but rather a person who is riding on a horse. It is because our brain expected to see a person and our brain tried to match the image with our expectation. This kind of goal-biased attentional looking which is called top-down visual processing in visual perception. Top-down visual processing is important to graphic design and visual communication design since graphic designers create illusions and images by applyting this concept in their works. Logos and pictorgrams are great examples of that. Because people's visual perception is biased and goal-directed, designers can use visual principles that based on this process to unify their designs.
Reference
http://mozglubov.blogspot.com/2009/01/top-down-processing-in-visual.html
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