as the key element of identity
Colour, unchallenged protagonist of the
visual language, represents the foremost
element of identity in relation to a complex
sensory experience that has deep roots in
every individual's own culture: the environments
in which they've lived, the objects used
and experiences undergone can generate different
The role of colour refers, more so than
to any implications of style or market,
to the dimension of intersubjective memory
(that is, neither objective nor subjective,
but common to many people).
The surface of a product must therefore
be capable of communicating emotional suggestions
at the various levels of the profound 'sensoriality'
of the user, as a singular agglomeration
of culture and traditions.