The light was supposedly bluish, the white balance is off, and the photo is way overexposed. We found out what color the actual dress is, but what's fascinating is what people perceive when they first look at the picture, and how that changes when they have a reference point. My husband and daughter had no reference at all when I showed them the picture, and they saw blue and black right off.
This is not too far from me (my late husband went to EKU). I think we got more snow in my town, though. Considering the enrollment is 13K, this service is pretty personal.