Viral Red Coke Can Illusion Explained

YouTube Excerpt: This is not an illusion in the traditional sense that we are seeing something that isn't there. The color really is there. The red is simply embedded within the white. If you look closely enough, of course, there is no Coke can. It's just a bunch of black or colored spots. Zoom in even farther, and it's not even that. It's just a bunch of red, green, and blue dots of varying levels of brightness. All of this is only understandable as an image because of the processing that happens within our brains. We're really good at autocorrecting the white balance in a scene. And that's what's happening in this image. Our brain views the predominant color of the scene, which is teal, as the neutral background, or as the light illuminating the scene, or as if we are wearing teal sunglasses. And then our brain corrects for that. In essence, it kind of subtracts out that teal. Well, white subtract teal is red. So that area of the Coke can truly is more red than the surrounding area. Now, some people have said this is because we associate the color red with the Coke logo. We do make that association, but that's not what's happening in this image. The image of the can would appear red whether it had a Coke logo on it, or a Sprite logo, or no logo at all, because it's all about contrast and context. Other people have proposed that this is a function of retinal fatigue. That's not what this is either, because retinal fatigue would produce the entire scene, our whole field of vision, in inverse. Retinal fatigue takes time to occur. That's not happening here. We see the Coke can as red immediately. That's because we're seeing it in the context of the teal scene. So this is not truly an illusion. The red is there. Our brains are viewing it correctly. We are simply adjusting for the fact that the entire scene is unnaturally teal. So we subtract that out and correctly see the can as red. It's not really an illusion.

This is not an illusion in the traditional sense that we are seeing something that isn't there. The color really is there. The red is simply...

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