Digital video and display media are at a "sweet spot" of growth with brighter and more colorful digital projectors and displays available seemingly every day. Much more is possible in achieving brighter and more vibrant colors, colors that may even transcend our typical experience in terms of dynamic range and an expanded gamut in the perceptual sense. If the full capabilities of these technologies to produce a fuller visual experience are to be realized, new processing and encoding methodologies are required. In this article, the powers of adaptation and the CIECAM02 color appearance model are exploited to de ne perceptual gamut. The strategy of this methodology is, simply and in effect, to "push down" the white point of the display and demonstrate, both empirically and with a limited set of images, a striking gamut expansion in the perceptions of lightness, chroma, brightness, and colorfulness beyond the locus of pure, spectral color, and the MacAdam limits as observed with traditional display configurations. (C) 2006 Wiley Periodicals, Inc.