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

Yeti’s newest color collection for 2025 is an absolute show-stopper perfect for summertime: Ultramarine Violet. According to Yeti, its new Ultramarine Violet color collection was inspired by the ...

It turns out that one of the colors we see in the world every single day is actually just a pigment of our imagination — er, sorry, figment of our imagination. Scientists say it's a sort of collective ...