Colour 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 suggestions. 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.