My chickens, but especially my roosters, never hesitate to lock eyes with me. For that reason I've always assumed faces and "attention" are important to them. I like to get down on their level, provided I trust the rooster if present, when I talk to them and give treats.
I've also had one rooster who had a problem with men specifically, and especially hated my father to the point of violence, but would let me cuddle and put flowers behind his comb lol. They distinguish between people absolutely, but how or to what degree I couldn't say.