I discovered the Willat Effect when my friend Carl Willat offered me five different limoncellos side by side. Knowing that he likes it, his friends had given them to him. Perhaps three were homemade, two store-bought. I’d had plenty of limoncello before that, but always one version at a time. Within seconds of tasting the five versions side by side, I came to like two of them (with more complex flavors) more than the rest. One or two of them I started to dislike. When you put two similar things next to each other, of course you see their differences more clearly. What’s impressive is the hedonic change.
The Willat Effect supports my ideas about human evolution because it pushes people toward connoisseurship. (I predict it won’t occur with animals.) The fact that repeating elements are found in so many decorating schemes and patterns meant to be pretty (e.g., wallpapers, textile patterns, rugs, choreography) suggests that we get pleasure from putting similar things side by side — the very state that produces the Willat Effect. According to my theory of human evolution, connoisseurship evolved because it created demand for hard-to-make goods, which helped the most skilled artisans make a living. Carl’s limoncello tasting made me a mini-connoisseur of limoncello. I started buying it much more often and bought more expensive brands, thus helping the best limoncello makers make a living. Connoisseurs turn surplus into innovation by giving the most skilled artisans more time and freedom to innovate.
The Cobham catalog, exposed by The Intercept, features countless pages of surveillance gadgets sold to U.S. police to spy on American citizens: tiny black boxes with a big interest in you. In the creepily bland feature lists and nerdy product names is a whisper of a dark future; perhaps darker than anyone can imagine.
This image depicts the most commonly-found stylesheet colors on the web’s top sites—Paul Hebert did an amazing amount of analysis and this is just one of the intriguing visualizations he came up with. Most of these are obvious staples, especially HTML red and blue, though it’s interesting how far the blue “cluster” is from the […]
With the cacophony of an election year ablaze with unparalleled drama being fought on the front lines of Twitter, we find ourselves slowing down and staring at it like a bad accident. The need for escapist relief is perhaps more dire than usual right now. This fall, if it’s drama you crave, but the Hillary […]
Evan Kimbrell, founder of the digital agency Sprintkick, recently released a series of online courses that feature some of the best advice we’ve come across. These courses are well worth your time, and will save you from making many typical mistakes down the line if you ever want to start your own business.With this Business […]
Handy is the most convenient solution we’ve found for booking a house cleaning at the last minute, and they do a really great job. It’s as easy as heading to the site, selecting a date and time that works for you and the number of rooms in your home. We’ve even scheduled emergency cleanings as soon as the following day. […]
With all the new amazing games and consoles out there, we still can’t help but have a soft spot for old school staples. From Super Mario to Mortal Kombat, classic games just never get old. Which is why we’re so excited to relive the nostalgia with our newest deal in the Boing Boing Shop: The Complete SNES […]