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This is a basic cognitive function: to appreciate the color on an object, the illumination source has to be taken into account, which the brain does continuously. This trick makes brains add color to stripes The findings, based on an online study with more than 13,000 participants, appear in the Journal of Vision

Because the brain is always fine-tuning the color constancy calculation according to the multiple inputs it receives, factors such as taking into account the opinions of others may eventually tilt the balance in the other direction

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