The oranges look so vibrant on display. Yet, behind their colorful nets, a subtle illusion may be at play, deceiving our senses.
Supermarkets use imaginative tactics to capture consumers' attention. Among their hidden tricks: colored nets that alter our perception of the fruit. According to a study led by Karl R. Gegenfurtner from the University of Giessen, this phenomenon relies on what is known as the "confetti illusion." Oranges, often enclosed in red or orange nets, appear riper than they really are.
Unripe green orange:
(A) in an orange net
(B) isolated view
(C) with a "Munker net"
This tactic is not innocent. The confetti illusion directly affects our brain by playing with color assimilation. Our visual system, seeking simplicity, blends adjacent hues, making the fruit appear more appealing. However, the reality often falls short of this enticing appearance.
In supermarket aisles, this technique is everywhere. Lemons are dressed in yellow nets, zucchinis in green nets. This optical illusion deceives not just the eyes, but the wallet as well, encouraging impulsive purchases. Karl R. Gegenfurtner himself fell victim to this visual manipulation. During a trip to a supermarket, he bought oranges that seemed perfectly ripe. Once home, the disappointment set in: away from the netting, the fruit revealed a greenish tint, far from its initial brightness.
The effect is so strong that even experts can be fooled. This discovery reminds us that color perception can be easily manipulated. In this game of deception, it's our brain, unknowingly, playing the role of an unwitting accomplice. Understanding these mechanisms can help us make more informed choices. The next time you see bright citrus fruits, think about what lies beneath their deceptive net.
What is the confetti illusion?
The confetti illusion is a visual phenomenon where the perception of colors is influenced by their immediate surroundings. For example, when a shape is surrounded by colored lines, it may seem to adopt the hues of the surrounding lines. This phenomenon is based on color assimilation, where the brain tends to simplify and harmonize neighboring tones to create a smoother and more uniform perception.
This effect has been demonstrated in various experiments, notably by artist Albers and more recently by psychologists like Novick. In the case of supermarket fruit, the confetti illusion occurs when a colored net makes fruit seem riper than it truly is. This subtle manipulation relies on our brain's innate preference for visual homogeneity, which can unconsciously influence our purchasing decisions.
Article author: Cédric DEPOND