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We notice when something has changed

Weber–Fechner law

Description

Two related psychophysical laws quantifying the perception of change in a given stimulus. The law states that the change in a stimulus that will be just noticeable is a constant ratio of the original stimulus.

Weber–Fechner law in business decision

A price increase from $1 to $2 on a small item is highly noticeable, but a price increase from $1000 to $1001 on a large purchase might not be perceived as significant by consumers.

Weber–Fechner law in personal life decision

You notice a difference between 1 and 2 candles in a dark room, but not between 51 and 52 candles.