In the blink of an eye, the squid's skin changes color and pattern for the purpose of camouflage or sexual signaling, a virtuosic display that has long fascinated scientists. Now, collaborators report a paradigm-shifting discovery in how specialized organs in squid skin, called chromatophores, contribute to the feat via an elegant interplay of pigmentary action and structural coloration. Their study brings bio-inspired engineers ever closer to building smart skin.