We can now measure brain activity in space, in time, and at different levels of granularity. But what we’re looking for is not brain activity per se, but to understand the information processing that this activity reflects. To achieve this challenging goal, we must rethink how we use brain imaging from the foundations of psychology. Here, I will present a new data-driven framework for brain imaging that does exactly that and sheds the bright light of information processing on the black box of brain activity (and Deep Networks).