This is fascinating! One of the first things I remember hearing Dave Snowden speak about is how people make decisions. According to cognitive science we only have a very small percentage of what’s in our visual range in sharp focus at any given time. We see through a series of spot observations and fill in the rest based on past experience. This often leads us to physically not see things that don’t fit our expectations or patterns. I remember when I first heard this I started wondering what I’m NOT seeing! How much of reality am I missing?
This video illustrates this theory perfectly. In essence over 70% of the people in the experiment completely miss seeing a change that should be perfectly obvious.