British Artist Sells 150ml of New Scientist-Announced Color Paint for £10,000
Scientists Stun World with New Color Discovery – Artist Creates Paint Version
Scientists at the University of California, Berkeley, recently made headlines by manipulating the human eye to perceive a never-before-seen color. Using lasers to target specific retinal cones, they induced a "profoundly saturated peacock green" hue, dubbed olo. Now, British artist Stuart Semple has translated this breakthrough into a paint called Yolo (adding a "Y" for "you"), aiming to merge science and art.
The Artistic Innovation
Semple, known for creating extreme pigments like the "blackest black" and "pinkest pink," unveiled Yolo on his website, Culture Hustle. Priced at £10,000 ($13,300), the 150ml bottle drops to £29.99 for artists using the code "YOLO." Buyers must pledge to use it solely for art, though verification methods remain unclear. The paint, set to ship in three weeks, blends high-frequency pigments to mimic the laser-induced color.
The paint’s formula targets specific wavelengths to evoke the new color experience.
The Science Behind the Color
UC Berkeley’s team used green lasers to stimulate M cone cells in participants’ retinas, bypassing natural color processing. This triggered perception of an ultra-saturated teal beyond the visible spectrum. Professor Austin Roorda described it as "blue-green of unparalleled saturation," far more vivid than any natural hue.
UC Berkeley’s experiment setup, showing how lasers target retinal cells.
Why Yolo Can’t Be Screened
Semple admits Yolo is a physical approximation, as the true color can’t be replicated digitally. "Until you hold it, you’ll need to imagine it," he says. The paint’s brighteners and pigments aim to evoke the laser’s effect, offering artists a tangible glimpse into the discovery.
Researchers shared this turquoise square to approximate "olo," though the true color is more intense.
A Creative Stunt with Purpose
Semple’s pricing strategy—exorbitant for non-artists, affordable for creators—mirrors his past efforts to democratize unique pigments. While the laser technique remains lab-bound, Yolo aims to spark artistic innovation. "It bridges science with art," Semple emphasized, encouraging creators to explore this "transcendent" shade.
The Future of Color
The breakthrough hints at future tech where tailored light could expand human vision’s limits. For now, Yolo offers a tangible—if imperfect—link to this frontier, proving science and art’s power to redefine perception.
Stuart Semple, artist behind groundbreaking pigments, with his latest creation.
In a world where screens dominate, Yolo reminds us that some experiences remain gloriously physical—and that innovation often wears a paint-splattered apron.
