We introduce a principle, Oz, for displaying color imagery: directly controlling the human eye’s photoreceptor activity via cell-by-cell light delivery. Theoretically, novel colors are possible through bypassing the constraints set by the cone spectral sensitivities and activating M cone cells exclusively. In practice, we confirm a partial expansion of colorspace toward that theoretical ideal. Attempting to activate M cones exclusively is shown to elicit a color beyond the natural human gamut, formally measured with color matching by human subjects. They describe the color as blue-green of unprecedented saturation. Further experiments show that subjects perceive Oz colors in image and video form. The prototype targets laser microdoses to thousands of spectrally classified cones under fixational eye motion. These results are proof-of-principle for programmable control over individual photoreceptors at population scale.