01.30
Sometimes it is nice to look closer. I am strong believer in the theory of vision which says that in order for our brains to filter the huge amount of data constantly hitting our retinas and make sense of the world, we abstract sections of the raw image (the nerve impulses) into symbols such as “brown chair” or “red book”. In doing this, we simplify our surroundings so that we can comprehend what is there in it’s entireity. Sometimes though it is enjoyable to go and take a real look at things which would normally just be replaced with the idea representing it.
Take for example the hinge on your bathroom door. Tell me about it. Is it brass, steel, painted? Are the screws flat head or posidrive? Is it starting to rust? Does it squeak? Is it well fitted or is the wood surrounding it splintered? Ok, you may never have looked at this hinge before, it’s probably not that interesting.
A better example is your car. Now you know what your car looks like. But do you know how the curves of the body work fit together and flow in three dimensions? How do the headlights stand out as a feature yet fit effortlessly into the panels? What is the texture of the rear registration plate light diffuser? How far along the roof, proportionally, is the sun roof? Could you draw an accurate sketch of the dashboard despite having driving thousands of miles glancing at it?
Or have you only considered the car from the front, rear and side views and consequently now see it only as a symbol representing your car? In a supermarket car park you instantly recognize the car as your own, but why? Is it because you note the two inch scratch from when your kid brother hit it with a skateboard and conclude the chance of another similar car having an identical scratch being very low? No, it is not a conscious consideration or decision, it is the imaging section of your brain matching the idea of your car with the nerve impulses from your eyes and producing the symbolic match for you.
When you drive, do you look at the dashboard and see the speed you are travelling, or do you see a large notched dial with metric and imperial scales and white tapered needle, an oil temperature meter ranging from 90 to 110 degrees, a set of non-illuminated warning lights?
I think this is interesting because it is when things don’t match the expected pattern that the conscious section of the brain really kicks in. When you return to your car and see a new scratch on the door you instantly snap out of your nice symbolic car fantasy and examine it in detail, building a new pattern to match. If you want to make people notice something, don’t conform to what they expect to see. Simple.
