The actual dress was black and blue. The confusion came from how lighting and color perception tricked people's brains, making some see it as white and gold. It became a viral example Neo Queen's Attire FINAL FANTASY XIV Online Store blue and black dress or white and gold dress Clix Popularity of the 'the dress black blue white gold' meme correlates with Sales of Top Selling Comic Book to North American Comics Shops (r=0.857) White & Gold Or Blue & Black? Debate Over Dress Color Rages On Decision Making Biases in Group: Is the Dress White and Gold or Blue and Black? Applied Social Psychology (ASP) The Pennsylvania State University