The known colour of some everyday products may have been lost forever, say scientists.
It has been revealed that corporate businesses have blurred the psychological comprehension of the colour of simple products.
The creators of Blu-Tac have revealed that their historically successful product is not actually blue at all. In fact, the true colour of Blu-Tac is completely unknown. Scientists studying the phenomenon have discovered that the substance contains no known pigment of colour.
Long-term marketing of Blu-Tac as 'blue' has caused the general public to accept this claim regardless of what their senses tell them.
Dr Connor Randulph of Buckinghamshire said: "The brain has been tricked into accepting whatever it is told."
"The continual claim that Blu-Tac is blue has become imprinted on the brain to the extent that if it were made using red material the brain would still see it as blue. If from the beginning Blu-Tac was made using the same colour, with the same material, but marketed as Yellow-Tac, we would accept it as yellow."
Scientists fear that the true colour of Blu-Tac will never be discovered.