Red, Green, Blue
Let’s begin this tale by describing a rough approximation of color vision.
Physically, most people have three (tri-) types of cones in their eyes that respond best to three colors (-chroma): red, green, and blue. We are trichromats.
Through the amazing power of the human visual system, millions of pieces of visual information entering these three types of cones – of which there are also millions – provide us with a picture of what is going on around us.
As long as your visual system is functioning, it is effortless to see. It does not require concentration. You do not need to expend conscious energy to determine if the glowing rectangle that is providing you with this blog post is actually there.
Somewhere along the way, the phrase “seeing is believing” was born. Neuroscience has warned us that if you are not careful, you become what you see.
What about the colors that you cannot see? (Did you see that stunning infrared in yesterday's rainbow?)
For the Birds
People have created complex models of bird behavior. Initially, they used their trichromatic eyes to make observations – seeing was believing. One day, someone discovered that some birds are tetrachromats. These birds have a fourth cone that allows them see vivid markings on what we perceive as utterly plain. They can see colors that we cannot imagine; it is this vision that guided their behaviors.
What appeared true to us was not actually true. Seeing was not believing.
Humans did not evolve with the ability to question everything in front of them in real-time. Thinking requires calories; this scenario would be utterly exhausting without any added benefit for many cases.
Artificial intelligence and Big Data are altering our thoughts on a minute-by-minute basis. (Your brain doesn’t contain memories – it is memories.) This data is being collected and fired back at you on an appears true level as an approximation is true. There is now plenty of benefit to question what you are seeing.
What’s a bird to do?
Jade Is a Color
Shift Sight is grounded in uncovering what is true. This begins with an act: a forceful, intentional disengagement of autopilot. It is a willingness to accept that what we are seeing is not what is true. It does not mean seeing ultraviolet; but it does require questioning the ugly shades of greenwashing that are ongoing.
Presently, people are being harmed and controlled by their technology. The planet is under attack by technology-for-the-sake-of-technology: electronic infrastructure is made rapidly obsolete, consumer electronic waste is created daily, energy evaporates with both manufacturing and recycling, and material recapture during recycling is imperfect.
Sustainability stems from an act, but it is ultimately a behavior. Our egos often get in the way when it comes to transforming a single act into a behavior. (This is why greenwashing is so popular. It is easier to look good than to be good.) An ego is a painful, expensive thing that can cause our need to be right to exceed our need to care. The founders at Shift Sight realize that what is at stake is much bigger than any of us. We need to care at all costs.
Shift Sight is fully committed to a sustainable planet with healthy people. The company wants to provide you with the tools that help you see the truth of what sustainability in electronics and STEM learning should be.
Jade is a color that nobody has seen until now.
Ty is a Founder of Shift Sight, LLC.