Any material has the property to absorb light at different wavelengths differently. So a red rose just absorbs most light of the visible spectrum so only the red ends up in your eye.
Coca cola is near black, so it absorbs most visible wavelengths. But if you use infrared, coke is clear because none of its contents absorb or reflect infrared very much. X-ray (which is just a kind of “light” way out of the visible spectrum) passes through most materials but less so at metals. So it can be used to look into a suitcase and find metal objects.
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