In the image above the two small squares in the middle are the same exact color value. Really. Visually, the box surrounded by the darker background looks lighter, and vicey versey. This is due to an effect called simultaneous contrast.
Interesting to think about when viewing photos within a photo editor such as Aperture, see this Inside Aperture article regarding What Do You Know About Color?
More info regarding simultaneous contrast from Apple’s color people.
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