Navigators from the Poluwat atoll of Micronesia find their way among islands by appealing to parallax — a reference island at one side of their course will appear to pass beneath a succession of stars:

The star bearings of the reference island from both the starting and ending points of the trip are known, since on another occasion the reference island may itself become a destination. In between there are other navigation star positions under which the reference island will pass as it ‘moves’ backwards. Its passage under each of these stars marks the end of one etak and the beginning of another. Thus the number of star positions which lie between the bearing of the reference island as seen from the island of origin and its bearing as seen from the island of destination determine the number of etak, which can here be called segments, into which the voyage is conceptually divided. When the navigator envisions in his mind’s eye that the reference island is passing under a particular star he notes that a certain number of segments have completed and a certain proportion of the voyage has therefore been accomplished.

This is a dynamic model: Where Western navigators think of a vessel moving among stationary islands, the Poluwatese find it more natural to think of the canoe as stationary and the islands as moving around it. “Etak is perfectly adapted for its use by navigators who have no instruments, charts, or even a dry place in which to spread a chart if they had one,” writes Stephen D. Thomas in The Last Navigator. “Etak allows the Micronesian navigator to process all his information — course, speed, current drift, and so on — through a single, sea-level perspective.”

(Thomas Gladwin, East Is a Big Bird: Navigation and Logic on Puluwat Atoll, 1970, quoted in Lorenzo Magnani, Philosophy and Geometry, 2001.)

While a visiting fellow at All Souls College, Oxford, in 1978, Claude Shannon pondered a personal challenge he faced there:

An American driving in England is confronted with a wild and dangerous world. The cars have the driver on the right and he is supposed to drive on the left side of the road. It is as though English driving is a left-handed version of the right-handed American system.

I can personally attest to the seriousness of this problem. Recently my wife and I, together with another couple on an extended visit to England, decided to jointly rent a car. … With our long-ingrained driving habits the world seemed totally mad. Cars, bicycles and pedestrians would dart out from nowhere and we would always be looking in the wrong direction. The car was usually filled with curses from the men and with screams and hysterical laughter from the women as we careened from one narrow escape to another.

His solution was “grandiose and utterly impractical — the idle dream of a mathematician”:

How will we do this? In a word, with mirrors. If you hold your right hand in front of a mirror, the image appears as a left hand. If you view it in a second mirror, after two reflections it appears now as a right hand, and after three reflections again as a left hand, and so on.

Our general plan is to encompass our American driver with mirror systems which reflect his view of England an odd number of times. Thus he sees the world about him not as it is but as it would be after a l80° fourth-dimensional rotation.

A corresponding adjustment to the steering system will turn the car left when the driver steers right, and vice versa. And filling the cabin with a high-density liquid will reverse the feeling of centrifugal force as well. “A snorkel provides for his breathing and altogether, with our various devices, he feels very much as though he were at home in America!”

(Claude E. Shannon, “The Fourth-Dimensional Twist, or a Modest Proposal in Aid of the American Driver in England,” typescript, All Souls College, Oxford, Trinity term, 1978; via Jimmy Soni and Rob Goodman, A Mind at Play: How Claude Shannon Invented the Information Age, 2017.)

The 2018 Best Illusion of the Year Contest results have been announced, and Kokichi Sugihara has won with a “triply ambiguous object”:

Sugihara is a regular prizewinner — in 2010 he defied gravity.

In 2011, Michael I. Norton of Harvard Business School, Daniel Mochon of Yale, and Dan Ariely of Duke found that test subjects were willing to pay 63% more for IKEA furniture that they had assembled than for identical units that came preassembled. In a separate study, they found that subjects who had finished building items were willing to pay more for their creations than subjects who had only partially completed assembly. The lesson seems to be that consumers place a disproportionately high value on products they’ve had a hand in creating.

The principle had been understood, though not named, as early as the 1950s, when homemakers initially disdained instant cake mixes, which they felt made cooking too easy and inspired no investment in the outcome. When the recipe was adjusted to require the cook to crack an egg, sales went up.