Once these technologies are in every movie theater and every living room, maybe even on every phone, things are going to get really weird. They will test the limits of human color perception and maybe even extend them. Poppy Crum, the neuroscientist who runs research at Dolby, has been working on all the ways that, for example, seeing images in really high dynamic ranges can trigger not just autonomic responses—like flushing from heat exposure after just seeing video of flames—but psychological ones too. Crum says her research shows that these tricks of light heighten the entire emotional experience of moviegoing.

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Rogers, A. (2021, April 29). How Pixar uses hyper-colors to hack your brain. Wired. https://www.wired.com/story/how-pixar-uses-hyper-colors-to-hack-your-brain/