Last week, scientists from the University of California, Berkeley, and the University of Washington shocked the internet by announcing they’ve discovered a new color that can be experienced only ...

As many people sit at the wheel of their car, they are certain they know what color is. It's the red traffic light in front ...

The “unprecedented” color that the five human subjects reported ... one man has done just that. Now, Semple has released YOLO — the Y, he said, is for you, the artist.

Stuart Semple, an artist from the U.K., has started taking preorders for a paint based on olo. It’s called “YOLO.” Fong told me that he takes particular pride in having named the color.

British artist Stuart Semple has been ordered by a French court to pay €16,000 ($18,200) in damages for selling a paint he called Easy Klein—a vivid blue he spent a decade developing as a ...