1. A method of identifying a target object in an image including a plurality of image features, wherein said method includes: a) storing template data, said template data representing a template orientation field indicative of an orientation of each of a plurality of features of a template object; b) receiving image data representing said image; c) processing said image data to generate an image orientation field indicating an orientation corresponding to said plurality of image features; d) processing said image data to generate image confidence data based on at least one characteristic for use in identifying said target object in a given image, said characteristic being indicative of an increased likelihood that at least one part of said given image represents at least part of said target object, relative to other parts of said given image; e) applying said image confidence data to said image orientation field to generate a modified image orientation field indicating both an orientation corresponding to said plurality of image features and a likelihood that at least one part of said image orientation field represents at least part of said target object; then f) processing said modified image orientation field using said template orientation field to generate a match metric indicative of an extent of matching between at least part of said template orientation field and at least part of said image orientation field; and g) using said match metric to determine whether or not said target object has been identified in said image.