Scientists at the prestigious University of York say that they have discovered a new colour. Although normally outside the human range, like infra-red, the new colour can be viewed with special glasses.
Describing the find as "momentous", Vice-Chancellor Lord Kirkudbrightshire said the new colour was a cross between blue and red "but with phosphorescent yellowy-purple overtones", and said that he had ordered a jacket to be made in the new colour.
As yet un-named, the new colour is the first to be discovered for over 50 years. Testing on gibbons at the University has showed a rise in satisfaction by as much as 20% after exposure to the colour, and a feeling of smugness in the other 80%.