So where’s the emotion in “relativity” and in “unique”? Here’s the punch line: The most basic way to make people care is to form an association between something they don’t yet care about and something they do care about. We all naturally practice the tactic of association. What “relativity” and “unique” teach us is that in using associations we can overuse colors. Over time, associations get overused and become diluted in value; people end up saying things like “This is really, truly unique.”
