Best Color

Colours with nothing attached to them. Not for a wall, not for a car, not for a logo — just the colour itself, held up against another one and nothing else.

This turns out to be harder than it sounds, because almost nobody has an opinion about colour in the abstract. Preferences arrive attached to objects. Ask someone their favourite colour and they will picture a jacket, a particular sky, or a bedroom they had when they were nine. Strip all of that away and the answers get strange in a hurry: people who are certain they love blue find themselves repeatedly picking olive, and afterwards they cannot explain what happened.

Expect thirty-two colours, shown as flat swatches with no texture, no gradient and no context to lean on.

Names do some quiet work here that is worth watching for. Tomato and coral are close enough on a screen that the real difference is in what the word makes you think of, and chocolate reliably wins rounds that an identical brown labelled something else would lose.