While violet hits your eye with a specific wavelength, purple only exists in your perception — a clever construct built from conflicting input.

A team of scientists in California say they have discovered a new color they named olo, but you can't see the "most intense teal" with the naked eye.

The new color ... eyes, who, afterwards, claimed to have seen a color no human has seen before. The color, which scientists call "olo," is something of an extremely saturated blue-green.

The team, who experimented on themselves and others, hope their findings could one day help improve tools for studying color ...

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

Scientists have created a technology called Oz that stimulates individual photoreceptor cells in the human eye to create an entirely new, ultra-saturated color never seen in nature—dubbed olo.

Purple, a color often associated with royalty and creativity, isn't a true color of light. Instead, it's a creation of our ...

The human eye does not actually see purple, as purple is not a color on the visual spectrum ... When we “see” a combination of blue and red wavelengths, the brain bends the visual spectrum ...