McCollough Effect

The McCollough effect (ME) is a visual aftereffect in which illusory colors are contingent on the orientation of black-and-white lines. For example, after looking at alternating black-and-red vertical lines and black-and-green horizontal lines, black-and-white vertical lines look greenish and black-and-white horizontal lines look reddish (see color insert, Figure 26d).

Figure 26 McCollough Effect—McCollough Effect Stimuli

Note: To see the effects illustrated in this figure best, view it from seven times the height of panel (a). (a) The test figure for the McCollough effect. Vertical and horizontal lines look, and are, black-and-white. (b, c) Induction stimuli. Look at the center of (b) for about 10 seconds, then the center of (c) for about 10 seconds; continue looking between (b) and (c) for about five minutes. When you look ...
  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles