YouTube is going to shake things up with a shiny new experiment. Imagine opening the YouTube app and being greeted with not only the usual mix of videos but also streams of color-coordinated content. That’s right, YouTube is currently testing a feature that sorts videos by red, blue, and green stripes to deliver a unique and visually appealing viewing experience.

This trial is only available on a few Android and iOS devices

Reports from 9to5Google and user discussions about Lemmy shed light on the concept of users being asked to choose a color theme for their videos. This approach is still in the testing phase and is available to a small number of users on Android and iOS devices. YouTube’s Allison To confirmed the experiment, but the reasons for this movement and its potential spread remain a mystery.

The idea is simple but interesting. When you select a color, a new channel appears, adding a dot of your chosen hue to your homepage without getting in the way of the existing channel. The specifics of video selection for each color filter are a bit of a mystery, as the selection appears to be based on the dominant colors in the video thumbnails, perhaps even the video content itself.

This experiment is more than just an interesting feature; It draws on the broader marketing practice of color matching, a tactic used in industries from fashion to cosmetics, to create visually appealing content sequences.

YouTube’s color channels can also serve as a tool for understanding users’ color preferences by providing information beyond simple content selection. As this trial progresses, it will be interesting to see how color affects our content consumption and whether YouTube will be able to roll out this feature to all users in the future.