Our magic is by design, not chance

From the colors we use, the scales within each pattern and the placement and space between each shape, everything is designed on our consultant Orthoptist Laura’s recommendation to support your baby's visual and cognitive development.

As a result, our patterns will look different to your baby from week to week as their vision develops. This is the magic of Etta Loves and what makes us unique in the world.

Read on to learn more about how a baby’s vision develops in their first year.

At birth a baby’s retina is not fully developed and their vision is blurry

A newborn's retina can only detect large contrasts between light and dark, or black and white.

This is because the receptor cells which detect color are immature and it takes time for these cells to develop and for the brain to make sense of the signals from them. This, along with their blurry vision, means it is much easier for a newborn to see very high contrast things - with black and white offering the highest of contrasts

Visual stimulation makes a baby’s brain develop

Babies have to learn how to see. And it's only by using their eyes do the critical eye-brain connections develop that enable them to see the world more clearly and in glorious technicolor.

The world provides a great mix of stimulation for a baby to allow their senses to develop. However, using products that have been designed to be visually attractive to a young infant are ideal to stimulate visual interest to help the connections form between the eye and the brain.

Between 0-4 months of age babies are practising co-ordinating their eyes together, which is why you’ll often see them going cross-eyed.

find things your baby loves

The best way you as a parent can stimulate your baby’s vision is by using things that your baby is attracted to look at. In the first few days and months of life black and white patterns are ideal for babies to look at, as the high contrast will attract their attention most easily and fascinate them.

A great side effect of this is a few moments of calm while your baby tries to process what they see, and you will love watching their fascination as they start to make sense of the world around them.

A babies’ eye color may change several times within the first 12 months, but by their first birthday the iris should have enough pigment to determine their final eye color.

Developing color vision

Babies are born with the receptor cells to detect color, but these are immature so it takes time for these cells to develop and for the brain to make sense of the signals from them.

It is generally thought that, provided the colors are strong, by around 2 months babies will be able to tell red and green apart, and by around 4-5 months they will be able to distinguish blue and yellow.

They are not able to detect more subtle and pastel colors until much later, so try to ensure that you choose things for them that are visible at the stage of their development.


The science at the heart of Etta Loves ensures that babies are stimulated and mesmerized, giving parents a priceless moment of calm and the confidence that you are supporting their visual and cognitive development.