Memory color effect

The memory color effect is the phenomenon that the canonical <a href="/facts/Hue/9qufc1ap">hue</a> of a type of object acquired through experience (e.g. the sky, a leaf, or a strawberry) can directly modulate the appearance of the actual colors of objects. 
Human observers acquire memory colors through their experiences with instances of that type. For example, most human observers know that an apple typically has a reddish hue; this knowledge about the canonical color which is represented in memory constitutes a memory color.
As an example of the effect, normal human <a href="/facts/Trichromacy/C7I3Ywds">trichromats</a>, when presented with a gray banana, often perceive the gray banana as being yellow - the banana's memory color. In light of this, subjects typically adjust the color of the banana towards the color blue - the opponent color of yellow - when asked to adjust its surface to gray to cancel the subtle activation of banana's memory color. Subsequent empirical studies have also shown the memory color effect on man-made objects (e.g. smurfs, German mailboxes), the effect being especially pronounced for blue and yellow objects. To explain this, researchers have argued that because natural <a href="/facts/Daylight/G4GSx61M">daylight</a> shifts from short wavelengths of light (i.e., bluish hues) towards light of longer wavelengths (i.e., yellowish-orange hues) during the day, the memory colors for blue and yellow objects are recruited by the <a href="/facts/Visual_system/QVcuA27K">visual system</a> to a higher degree to compensate for this fluctuation in illumination, thereby providing a stronger memory color effect.

Memory color effect open-in-new

Memory color effect