Visual perception starts with light emitted from a source or reflected from a surface, object or a space into the eyes. This amount of light passes through the eye and falls on the retina. The retina is the location that the physical information of light wavelength (color), luminance and contrast is converted in to a biological signal transmitted to the related areas of the brain. 

Light is electromagnetic radiation that the human eye can detect. Photosensitive cells in the eye are rods and cones. Cone cells deal with color and have three different types; Red, Green and Blue which is long, medium and short wavelengths. Humans can visually perceive the color in between 380 to 720 nanometers that is known as the visible spectrum. 

It may be said that a healthy human eye can distinguish around a million of colors but it is safe to say that the average person cannot perceive the whole color range. JVL Studio’s mission is to show the colors that are out of bounds to clients. For example, the color magenta can be found in the color chart but you can’t find it in the visible spectrum as a specific wavelength. This is a mixture of violet light with red light where magenta is a complementary color of green close to its wavelength. In this way we trick our brain to force perception of the out of bounds parts of the visible spectrum. In some cases, the phrase “what you see, is not what you get” becomes a true axiom.