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The dress was included on multiple year-end lists of notable internet memes in 2015. In South Africa, the Salvation Army attempted to re-direct some of the mass awareness generated by the dress towards the issue of domestic violence. Additionally, the retailer of the dress produced a one-off version of the dress in white and gold for charity. A study carried out by Schlaffke et al. reported that individuals who saw the dress as white and gold showed increased activity in the frontal and parietal regions of the brain.
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The Journal of Vision, a scientific journal about vision research, announced in March 2015 that a special issue about the dress would be published with the title A Dress Rehearsal for Vision Science. The first large-scale scientific study on the dress was published in Current Biology three months after the image went viral. The study, which involved 1,400 respondents, found that 57 per cent saw the dress as blue and black, 30 per cent saw it as white and gold, 11 per cent saw it as blue and brown, and two per cent reported it as "other". Women and older people disproportionately saw the dress as white and gold.
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The “dress” illusion was caused by a combination of the lighting conditions and the way the dress was photographed. The photo was taken with a flash, which caused the blue light to be reflected off the dress and into our eyes. So, when you see the dress, your brain has to make a guess about what color it is. Some people’s brains see the dress as blue and black, while others see it as white and gold. This is why the dress appears to be two different colors.
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It’s not really the clothing that we’re seeing, but a model wearing the clothing. A few years ago, I was at a department store with my mom, looking for a dress to wear to a wedding. I found the perfect one – it was a beautiful, flowy dress with a low neckline. Visual neuroscientists call these mirror-like reflections on the shiny part of an object 'specularities'.
There also may be some that you are familiar with, but didn’t realise were illusions, for example, the infamous ‘black and blue dress’ or the cold feeling in your mouth when you drink water after brushing your teeth. Prof westland explained that the confusion could stem from how we name colours, as there are often blurred lines between how we interpret what colour something is. If you see white and gold your brain is processing the image as a white and gold dress with a shadow over it or dim lighting. The dress illusion reminds us of the fallacies inherent in our visual sense and the existence of individual differences in our abilities of perception. What’s happening with #thedress is that your eye is either discounting the blue so you’re seeing white and gold, or discounting the gold so your eye sees blue and black.
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He discovered that if people assumed the dress was lit by artificial light, they tended to think it was black and blue. However, if people believed the dress was just shadowed in natural light, they thought it was gold and white. He said that people who saw the dress as white and gold did so because their internal model presumed they were observing the dress under a blue sky. For people who saw blue and black, their internal models primed them to think they were viewing the dress under orange incandescent light.
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