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Wired seems to think it has to do with color constancy and they provide a couple of examples of how the brain is fooled into seeing colors differently based on context

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Some suffer more than others due to how people factor in context in order to construct a colour experience

If you're looking for a black dress to wear to a funeral, you'll want something that feels comfortable and flattering, giving you space to focus on yourself and your loved ones

The playful yet demure design is perfect for various occasions

This is your opprotunity to have your guests do the work for you