Historical data.

Right.

To now make the thing that you're looking at mean something.

Okay.

What is it? So we know teal.

There's another name for this.

Like forest green.

Like who decided that? Masochists?

There's like a information transfer that comes from the way that things look.

Yeah, I used to work in branding for years.

My consulting firm initially was focused on branding, neuroaesthetics, neuromarketing, the way in which the things we see shape the ways people think, shape the ways people feel.

Whether you're one of those people who believe that thoughts come before feelings or feelings come before thoughts.

I say it almost doesn't matter because they come very in close succession.

Yeah.

one shapes the other the other shapes the other but color theory for example when you're building a brand and you want to convey loyalty or fidelity those brands tend to be blue right? Blue flowers, not for no reason, right? When you want to convey softness and etherealness, otherworldliness, you use pastels, things like pinks, pastel purples, pastel greens, pastel blues, right? There was a particular way in which our ancestors felt calmed And we, through the power of epigenetics, you know, how the ways in which we, so epigenetics is a study of how the things that we do, the environments we find ourselves in, the traumas we experience, the joys we experience, the ways in which we eat, the ways, the climates we grow up in, reshape and activate or deactivate, to kind of say it in a really blunt way, different genes in our body and how our children and their children and their children inherit those altered genes from us.

change,