Memory color effect

To explain this, researchers have argued that because natural daylight shifts from short wavelengths of light (i.e., bluish hues) towards light of longer wavelengths (i.e., yellowish-orange hues) during the day, the memory colors for blue and yellow objects are recruited by the visual system to a higher degree to compensate for this fluctuation in illumination, thereby providing a stronger memory color effect.

Most of the participants answered "unsure," suggesting that we use memory color when identifying an object.

"[5] Memory color effect can be derived from the human instinct to memorize objects better.

An important factor was that higher level of contrast between the object and background color influences memory.

In a specific study related to this, participants reported that colors were 5% to 10% easier to recognize compared to black and white.

The memory color of a strawberry is recognisable to most viewers even when, as here, a photograph of them has been manipulated so that the red is literally gray
Black words vs. Colored words