White is the dominant color in most of the villages throughout Greece and it was not any different on Santorini. White is obviously in sharp contrast to blue, red or any other solid colors with which you can draw attention to whatever you are selling in your store. Check out the souvenir store in the picture, it was hard to resist going inside and checking out the stuff they sell. No wonder, look at its colorful scarves, paintings and other knick knack along its walls. It also made a good photo opportunity and contributed to the overall atmosphere of beautiful Oia.