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In the case of this picture of the dress, the brain is attempting to suppress the brighter background, while retaining the original colour information

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"Most people now know that the actual dress is blue and black, so that knowledge has changed how you see the image," said Conway

However, with print deadlines not being favourable to the timing of a story that had broken in the US, much of the coverage boiled down to: A couple of days ago loads of people were talking about this dress on the internet because it was a fascinating optical illusion