Brightness Constancy
Brightness constancy refers to our ability to perceive an object as having a constant lightness even when the light cast upon it changes. Perceived lightness also depends on the amount f light an object reflects relative to its surroundings.
http://www.brains-minds-media.org/archive/1418
Even though the squares in the color have the same brightness, we interpret the one on the right as darker due to the differences in the surrounding lightness. Since the background of the square on the right is darker than the square, it appears lighter than when it is placed on a background lighter than the object.
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