On his feet he wore a pair of red moccasins, and his socks (imagine wearing socks on the island) seemed to be the same color as his trousers, but, again, that might have been the effect of the moonlight on the water.

NEWYORKER: While the Women Are Sleeping

This can be as simple as testing different colors of a button on the same page and noting which color drives the most conversions.

FORBES: Want Results? Become Obsessed With Data