flickr photo via Takanori Ishikawa
When I shop for new stuff I have a tendency to look for unique qualities in whatever I'm shopping for. Even in the most mundane consumer items I find myself being impressed by qualities that set them apart from their more predictable comparables. An element as simple as color can make an item look totally exclusive... at least until you buy it and bring it home; then all you see for the next few weeks is similar items in the same color. I know of what I speak; this happens every time I buy a new vehicle. When I'm not looking for it, I don't see the color I ultimately choose to buy. After I buy it, I see it everywhere. The thing is we become situationally blind to that which we aren't looking for. This inattentional blindness prevents us from perceiving things that are essentially hiding in plain view.