1. Our Perception is Biased

Perception is biased by experience.

Familiar perceptual patterns or frames.
ex) Can you find a 2nd bathroom at a home you visited for the first time?

Habituation
Being exposed to repeated stimuli will make users get tired. ex) pop up message, mild electric shock

Attentional Blink
For 0.15-0.45 seconds, people hardly receive any new information after receiving the prior information that is important to them. ex) "I didn't even know you were there! I just talked to Henry Cavill!"

Perception biased by the current context

Just like words can be heard differently or have different meaning by the context, visual context is also important. ex) optical illusions that make line smaller/longer, bent, missing, and etc.

McGurk effect
Receive sound can be altered by other information that is received simultaneously.

Perception biased by goals

People have their guide to filter out unrelated to the goals. ex) Cocktail party effect. You can focus on the conversation in a large, loud room.

 

Humans filter incoming information and memorize it after processing it, and that can be easily altered by the context.