In several experiments, observers were given glimpses of 4-word arrays. Accuracy of word localization was tested after each array. Some words, called familiar, appeared many times across the series of arrays; others, called novel, appeared only once. The ratio of novel to familiar words in an array ranged from 0:4 to 4:0. When familiar and novel words were not intermixed (in 0:4 and 4:0 arrays), localization accuracy was higher for familiar words. However, when they were intermixed, especially in 1:3 arrays, accuracy tended to be higher for the novel words. This novel popout effect was the outcome of the suppressed localizability of the familiar words (relative to the 0:4 baseline) and the enhanced localizability of the novel words (relative to the 4:0 baseline). Novel popout may reflect an automatic orientation of attention away from more fluently unfolding regions of the perceptual field (familiar objects) and toward less fluently unfolding regions (novel objects).