Basically the theory goes like this...the colors A + B are identical colors. But because the surround tiles are contrasting, 1 in shade, the other not in shade, the eye perceives the colors different, due to the influencing surround colors. Not believing this what-so-ever, I actually took it into photoshop to cut out the rest of the pictures except for A + B. They are the same color. Crazy eh?
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