“I start by showing slides of things that they think they have seen, and it turns out they haven't seen. The white arrow that's on the side of every Fed Ex truck is a nice place to start. Almost everybody's seen a Federal Express truck, almost nobody's seen the white arrow,’ says Stilgoe.
If you don't see the big white arrow there's a reason for it, says Stilgoe. It's because your eyes and your brain have been conditioned to read the letters.
‘Before they've learned to read, toddlers will see the arrow. And I've asked toddlers, ‘Do you see the arrow on the truck?’ And they usually do,’ says Stilgoe. ‘The arrow is between the lower half of the capital E, and the X.’
Stilgoe says the arrow is just one of millions of things that are right in front of our eyes that we never notice.”
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Nice work if you can get it.
posted by StickyCarpet at 8:35 AM on October 11, 2007 [2 favorites]