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b) If you have a pear-shaped figure, consider pairing your dress with statement earrings or a necklace to draw attention to your upper body

This is called colour constancy, and its what stops the apparent colours of objects changing during the day

However, this is only a partial explanation and does not explain how two people viewing the same display might see the dress differently [which apparently does happen], he added

If it had been a photograph taken a little further back and not overexposed, it would have shownblue or black. Thats because the eye doesnt just see true and pure color

There will be dozens and dozens of papers about it over the years