Scientists are just beginning to document sexual synesthesia, a phenomenon that can bring consciousness-altering washes of ...

Researchers describe color by its luminance, dominant wavelength, and purity. Purity—how vivid or intense a color appears—can affect perception and emotional response, something I explored in that ...

Those of the yellow personality are visionaries, deep thinkers, and highly intelligent. They constantly wonder how things can ...

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It may seem like a small detail to you, but for your visitors, it sends a powerful message. The color of your front door, ...

Scientific American is the essential guide to the most awe-inspiring advances in science and technology, explaining how they change our understanding of the world and shape our lives.