Colors can trigger emotions and memories that enhance our fitness by guiding our actions. Corporations harness the power of color as a tool for branding, and will go to great lengths to defend a color as intellectual property. But as potent and evocative as color may be, “chromatures,” which are textured colors, prove far more versatile and powerful than colors alone, and for good evolutionary reasons. Chromatures can be designed to trigger specific emotions and associations. If you understand our codes for fitness, then you can intelligently hack them for your benefit.
