The Experiment and the Artist's Response
Scientists at discovered a new color, named "olo," by using lasers to stimulate retinal cells, creating a visual experience beyond normal human perception.
British artist claims to have created a paint called "YOLO," inspired by the new color, using fluorescent optical brighteners to mimic the experience, despite scientists stating it can't be replicated.
Market and Scientific Perspectives
Semple offers YOLO for £10,000 or £29.99 for artists, emphasizing accessibility to color for all, contrasting with the exclusive nature of the scientific discovery.
Scientists, while acknowledging the uniqueness of the color experience, criticize Semple's claim, asserting that any reproducible color would not match the original's intensity or quality.