Animals use camouflage to blend into their surroundings and hide from predators and/or prey.
But even the most eagle-eyed amongst us have been struggling to find the snow leopard in this photo that's been doing the rounds on Reddit.
The incredibly-well hidden creature is lurking on a rocky landscape, with a few patches of snow still lingering on its surface.
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Given its name, you'd probably assume that a snow leopard is white, leading you to believe that the big cat is hiding somewhere in the snow in the photo.
But, its fur is actually just a lighter version of the regular leopard's markings, with tinges of light brown running through it.
With that in mind, a landscape filled with light brown rock as well as snow makes a pretty good place for the snow leopard to hide.
Take a look at the photo below and see how long it takes you to spot it:
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While the snap isn't particularly new, it's recently gone viral on Reddit's r/FindTheSniper forum as people struggle to find the camouflaged beast.
One person wrote: "It's tricky because it says snow leopard so your brain thinks it's in the snow. But it's not."
Another commented: "The s***e thing about this is I think I've seen this picture before and seen it and I still had trouble finding it."
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And a third said: "Please help me I still can’t find him and I’ve been looking for an hour. Are you sure it’s there? Lol."
Others think they've cracked why the leopard is so hard to spot and it's all down to perspective.
"The icicles at the top screw with your sense of scale," one user explained. "Kept thinking this was a much "smaller" area and looking for a larger, more obvious animal at first."
And another agreed, writing: "Yeah the scale of the picture definitely threw me off."
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But one animal takes camouflage even further than just having patterned skin or fur.
The Hatchetfish inhabits the gloom of the ocean's twilight zone, hundreds of metres below its surface.
The sides of its body are highly reflective, looking like polish silver.
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On land this would make them stick out like a sore thumb, but in the darkness of the deep ocean, their sides reflect the lack of light around them, rendering them perfectly concealed from the side.
And, like many deep sea fish, they have light-producing organs in rows along their bellies.
These organs shine a pale blue light that matches daylight filtering down from above, hiding them from any predators below. Pretty impressive.