When judging a product, we rarely have exhaustive scientific data to go by. As a result, if we are to form a complete picture, we must fill in the blanks, just as we must in our visual perception.

Just as our brains fill in the details of an image our eyes record only roughly, so, too, do our brains employ tricks we are unaware of to fill in details about people we don't know intimately.

We unwittingly judge products by their boxes, books by their covers, and even corporation's annual reports by their nice glossy finish.

Leonard Mlodinow Quotes