Why do people like what they like? Scientists have taken on the task of solving this mystery(奥秘)for ages. In the 1960s, psychologist Robert Zajonc conducted a series of experiments where he showed people nonsense words and random shapes. Afterward he asked his subjects which they preferred out of ever thing they had been shown. In study after study, people always chose the words and shapes they had seen the most. Their preference was for familiarity.

    This discovery was one of the most important findings in modern psychology. But the preference for familiarity has clear limits. People get tired of even their favorite songs and movies. On one hand, humans seek familiarity, because it makes them feel safe. On the other hand, people love the thrill of something new. This change between familiarity and discovery affects ns all the time- not just our preferences for pictures and songs, but also our preferences for ideas and even people.

    For that reason, the power of familiarity seems to be strongest when a person isn't expecting it. The opposite is also true: A surprise seems to work best when it contains some familiarity. Nobody knows this better than Raymond Loews, who is considered to be the "father of industrial design. He had a theory that he said could help artists sell anything to anyone. He called it MAYA --"Most Advanced Yet Acceptable""To sell something surprising, make it familiar; and to sell something familiar, make it surprising," he said.

    One of Loewy's final tasks was too add an element(要素)of familiarity to a truly new invention: NASA's first space station. Loewy's biggest contribution to the space station was that he insisted NASA install a window with a view of Earth. Today, tens of millions of people have seen this small detail in films about astronauts. It is hard to imagine a more perfect example of MAYA: a window to a new world can also show you home.