Researchers at the University of California, Berkeley, have discovered a new color called "olo" that cannot be seen under normal conditions. The color, described as a highly saturated blue-green, was perceived by five human subjects during tests using a complex laser system and custom software named Oz. The team published their findings in *Science Advances* on April 18, explaining that olo results from stimulating only the medium-wavelength cone cells in the retina, a feat not possible with natural light. British artist Stuart Semple has since created a physical paint called YOLO, claiming it is the closest approximation to this elusive color, priced at $10,000 per 150ml bottle.
This discovery matters because it pushes the boundaries of human color perception and opens new avenues for studying vision science. The technology used to isolate individual photoreceptor cells could lead to better understanding of eye diseases and color blindness. Semple's commercial release of YOLO continues his practice of democratizing exclusive colors, challenging trademarked pigments like Tiffany Blue and Vantablack, and sparking broader conversations about art, science, and access to color.