The brain’s reward circuitry, especially the dopaminergic pathways in the ventral striatum, spikes when we see high‑contrast, saturated colors because they signal novelty and potential reward. In a nutshell, bright hues trigger a quick dopamine release, making the image feel more exciting and engaging. That’s why ads often use bold colors to grab attention. Of course, if the saturation is too extreme, it can overwhelm the visual system and backfire—balance is key.