Not that the science communication community was passive, of course. As soon as the dress went viral, scientists and science journalists and bloggers dove in, successfully making vision science part of the conversation. Scientific voices gained a prominent space in the discussion, in part, by...

Acting quickly to capitalize on online trends. The Internet is fickle; this week’s trending topic becomes next week’s old news. News and opinion websites like Slate, Salon, and the Atlantic often pick up stories that bring an intelligent lens to the latest pop-culture sensations—but none of it matters much if the Internet isn't still talking about, and clicking on, the topic under discussion. You need to move fast.





The Internet is fickle; this week’s trending topic becomes next week’s old news. News and opinion websites like Slate, Salon, and the Atlantic often pick up stories that bring an intelligent lens to the latest pop-culture sensations—but none of it matters much if the Internet isn't still talking about, and clicking on, the topic under discussion. You need to move fast. Offering a variety of “entry levels.” The most frequently-shared articles about the science behind the dress offered explanations that could be understood at both a general level and a deeper, more technical level. For example, readers of this piece at Wired can scan the page to learn the gist of the illusion’s source, but they can also delve into the details about color constancy. (Science and natural history museums, the kind I work with as a researcher and evaluator, call this ‘layering.’) Equally importantly, the piece frequently mentions Wired staff members’ own reactions to the dress photo, anchoring the science in personal experiences just like those of the reader, while also giving a nod to the current internet frenzy.





The most frequently-shared articles about the science behind the dress offered explanations that could be understood at both a general level and a deeper, more technical level. For example, readers of this piece at Wired can scan the page to learn the gist of the illusion’s source, but they can also delve into the details about color constancy. (Science and natural history museums, the kind I work with as a researcher and evaluator, call this ‘layering.’) Equally importantly, the piece frequently mentions Wired staff members’ own reactions to the dress photo, anchoring the science in personal experiences just like those of the reader, while also giving a nod to the current internet frenzy. Highlighting the public’s contributions to science. Several of these articles emphasized that this photo is as fascinating to vision scientists as it is to the rest of us. It poses some unanswered questions that scientists will now explore. Even if the line between established scientific knowledge and open questions is highly technical and difficult to explain to general audiences in an infographic or social media post, emphasizing that scientists will explore a trending topic can help social media users feel closer to the process of science.

Not all of these lessons will apply to every online science communication initiative, of course. Science communicators are already using social media to powerful effect to educate the public about many topics, with a variety of audiences and goals in mind. But the frenzy surrounding this blue and black dress shows that viral, passionate online attention isn't reserved for cat pictures with funny captions or celebrity meltdowns. Under the right conditions, science communication can also go viral — and science engagement professionals can help shape a collective conversation that captivates and educates the public.