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The light hits the retina in the back of the eye where pigments fire up neural connections to the visual cortex, the part of the brain that processes those signals into an image. Usually this process works fine, Rogers writes, but the image of this particular dress is some kind of perceptual boundary. Whats happening here is your visual system is looking at this thing, and youre trying to discount the chromatic bias of the daylight axis, Bevil Conway, a neuroscientist who studies color and vision at Wellesley College, told Wired

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1:10 Source: CNN What color is this dress

All of our perceptual experiences are informed by this kind of processing, resulting from context and previous knowledge