The color, dubbed olo, is described as an intensely saturated teal. Researchers say it might have applications in ...

It turns out that one of the colors we see in the world every single day is actually just a pigment of our imagination — er, sorry, figment of our imagination. Scientists say it's a sort of collective ...

The newly described method and prototype machine is called the Oz Vision System, (a not-so-subtle nod to reaching somewhere ...

By stimulating thousands of individual cone cells, researchers made volunteers see a blue-green color of "unprecedented ...

A recent claim by scientists has stunned the internet: one color we all know and love doesn’t technically exist. Despite its ...

The color has been has been described as 'dazzling' by one of the select few who were lucky enough to witness it ...

Using an experimental technique called "Oz," researchers stimulated the human retina such that people saw a brand-new color.

Scientists at UC Berkeley have developed a groundbreaking technique that allows humans to see a color they’ve never experienced before. This method — dubbed “Oz” — enables people to perceive a unique ...

Popular Mechanics reports that purple is a “pigment of your imagination”: The human eye doesn’t actually see purple.

Why Trust Us? The human eye does not actually see purple, as purple is not a color on the visual spectrum. Purple is a combination of wavelengths from opposite extremes of the spectrum ...

Scientists have revealed that purple, a popular color often associated with royalty, is fake. A figment of our imaginations.

Dr. Ho Seong Jang and colleagues at the Extreme Materials Research Center at the Korea Institute of Science and Technology ...