Because [perceived colour depends on context](https://youtu.be/HeKuX063bcs).
If you are inside with fluorescent lights or you are outside in sunlight, the same RGB values will feel very different. This is because the light that’s reflecting off of something depends on the light that’s hitting it in the first place. So, we have learned to judge colour based on surroundings. The trick with the picture of the dress is that were not sure of the context. We don’t know whether the light hitting it is from the shop, the camera, or the sun. So our brains can process the same RGB values differently depending on which light source we think is there. This is added to by the fact that the background is very well lit (i.e. washed out), so we imagine the dress must be also.
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