Better Choices

In Search of the Brightest Colors

Words by Yang Shi
Still Life Photography by JG+SHI
Travel Photography by Celia Spenard-Ko

In Search of the Brightest Colors

Featuring Goodee 100 products.

Colors are the direct results of how objects reflect light. Wondrous as they are, our human eyes can only detect 0.0035 percent of the electromagnetic spectrum, which means there are millions of colors out there we cannot see. And, chances are, we might never see them.

Despite our limited scope, we experience colors in ways that define our lives and shape our world. Often, they make us notice all kinds of trivial things we wouldn’t see otherwise. The brown coffee ring tracing the back cover of our mother’s journal. Clouds catching the last red-orange rays of the setting sun before waning into the blue hour. The lushes of green protruding a deserted landscape. And the tiniest specks of yellow reflecting in a lover’s eyes before they fall asleep. 

Whether they allow us to reminisce or fall in love, colors can teach us about our environment and ourselves. From fashion, to design, to art and even, to gastronomy, they are underpinning aspects of our cultures and have the ability to unlock feelings outside of our lexicon. On a day-to-day basis, they dictate our choices and desires. We might never understand their complexity, but by incorporating them into the things we create, we will always discover something new.


Blue lagoon. Blue sky. Blue eyes. The color blue exudes magnetism and a cinematic quality that has invaded our collective imagination. Year after year, surveys have shown that blue is humanity’s most beloved shade.  Imbued with a sense of spirituality, it resides at the intersection of reality and dreams. The color blue is serene, stable and nostalgic—it inspires reflection for those who seek it.

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