Imagine a colour so extraordinary, it exists outside the boundaries of natural vision. A luminous blue-green hue so vivid, it makes the most saturated neon signs look washed out.
Olo is the first new color discovered in centuries, witnessed by just five pioneering scientists who volunteered to have lasers shot directly into their eyes in the name of discovery. The colour cannot be seen with the naked eye, but the five people who have seen it describe it as being similar to teal.
What if some colors are invisible not because they’re rare, but because we physically can’t see them?
UC Berkeley scientists discovered Olo – a hue that can’t be rendered, only experienced.
Olo may never join the Pantone Color System… or will it?https://t.co/sBRGVhw85g pic.twitter.com/rxmbutd7y2
— PANTONE (@pantone) April 23, 2025
In a University of California laboratory, researchers achieved what was previously thought impossible. They tricked the human eye into perceiving a colour beyond nature’s spectrum. By using precisely calibrated laser pulses to stimulate individual colour receptors in the retina, they created a visual experience never before recorded in human history.
Professor Ren Ng, one of the study’s authors and brave participants, describes olo as “more intense than any color found in the physical world.” The effect was so startling that scientists developed special equipment just to verify its existence, with participants matching the hue against adjustable colour dials.
While the discovery sparks immediate visions of avant-garde fashion collections and futuristic interior design, the implications run deeper. For instance, imagine olo-accented Birkins. This breakthrough could revolutionize how we understand colour blindness, potentially leading to technologies that help those who see the world differently.
The scientific process behind ‘olo’
In a study published in Science Advances on April 18, professors from UC Berkeley and the University of Washington School of Medicine revealed their groundbreaking discovery: a hue beyond the limits of human vision. A clever technique named Oz their secret. It is an homage to the Wizard of Oz—that “tricks” the eye into perceiving the impossible.
Just as the Wizard used emerald glasses to make his fictional city appear more dazzling, the Oz device uses precisely calibrated lasers to stimulate individual color receptors in the retina. The result? Olo, a shade so radically new that the brain has no natural reference for it.
Professor Ren Ng, one of the study’s authors and intrepid participants, describes the experience as “more intense than any color found in the physical world.” To confirm their findings, researchers had participants match the elusive hue against adjustable colour dials—proving that olo wasn’t just a fleeting illusion, but a documented scientific first.
As researchers continue exploring olo’s potential, one thing is certain: the human experience of colour just became infinitely more fascinating. The next time you admire a vibrant painting or a tropical ocean vista, remember – there are still visual wonders waiting to be discovered.
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