Your retina and pupil is being squeezed so much that it is contracting all the warna in the area and transfers it into your eye while anda are rubbing them. This is what I found while searching it.
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I was told something along that line when I got this big floater - when I closed atau moved my eye suddenly, I would get this burst of colours. The doctor explained it as being caused oleh the shrinking of the eyeball. The same effect could also happen if anda have something seriously wrong with the eye.