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All colours of the day

Colours evoke emotions and immediate sensations in our minds.
Positivity or negativity transmitted by precise tonalities date back to that collective and ancestral memory that has characterized the survival of our ancestors. And on the basis of this memory, man has built stories and traditions. Colours thus become full of immediately recognisable meaning.
There are very few people who today do not, even unconsciously, know the intrinsic meaning of colour. Each colour evokes a subjective emotion or mood. These events are filtered by the culture of belonging and the social context from which each of us comes.
This is why - for example - yellow is connected to the warmth of the sun, so it is radiant and energetic. On the contrary, blue is relaxing, because it reminds us of something that encloses and protects us, like the sky that surrounds the earth. Red evokes the continuous movement, like a fire.
All these signals have been fixed in the human brain since our thoughts were pure instinct: every event was matched by an immediate reaction.
Take bees as an example. When you look at a beautiful flower, we see bright colours, they recognise an ultraviolet light that means food.
At the same level as bees, our ancestors associated red and orange with nutrition and green to the concept of safety - we have lived for decades under roofs made of leaves.

Cultures and meaning of colour today

Depending on the different socio-cultural context in which we live, colours can have different meanings.
White for example, which often evokes the idea of purity in the West, can be associated with death in other cultures. Pink, which was originally linked to the male sphere as derived from the red color, is now associated with femininity.

Colours and movement

When there is no energy, no colour, there is no life.

People want colour, fun and emotions. Even better if associated with music and physical activity.
Think of colour fun runs, the international events that promote wellbeing and harmony. Where the competition is not important but to find serenity and fun in a true colourful vortex.
A real case of colour therapy.

Black Friday and other colour days

Today we associate colours with particular days, not so much to evoke sensations given by colour, but more to immediately associate a meaning to a simple and immediate question such as a tone.

We constantly use symbolic terms to represent concepts that we cannot fully define or understand.

Blue Monday

From 2005, the saddest day of the year is celebrated every third Monday in January.
The factors underpinning this theory are essentially weather conditions, the debt of the post-shopping Christmas debt and the days that have already passed since the end of the holidays. All this creates depression and low motivation in the restart of the routine.
blue monday

Black Friday

Now the best-known and undisputed day of unbridled shopping. An American trend, celebrated the day after Thanksgiving (every fourth Thursday in November), which has now taken hold all over the world.
Black Friday was born in the 1960s when American traders began to offer discounted items, giving the definitive start to Christmas expenses. For some time now, Black Friday has been considered an indicator of the capacity and spending propensity of Americans.
But why is this shopping Friday black?
There are various theories about why black was chosen as a colour next to the day.
In the second half of the twentieth century, the accounting records of shopkeepers were filled in pencils using red ink for loss-making accounts and black for positive closures. After a full day of sales, the accounts could only be recorded in black.
According to another theory, black would be caused by traffic on the roads caused by thousands of Americans in search of cascades.

White Night

The White Night is a night of vigil, where the city remains lit to offer cultural and musical events to citizens and tourists.
The first initiative was called "Long Night of Museums" and took place in Berlin in 1997, from 2002 onwards Paris gave life to the first White Night, replicating it every year since then, and spread the movement throughout Europe.

In the past, those who had to be appointed knights were called to remain awake during the night before the investiture. On that night, they were wearing white clothes, and it was a night of prayer and purification.
It's nice to think that the colour of these initiatives goes back to nights of immemorial times that are well associated with an idea of contemplation and admiration for something higher: art today.

Yellow Night

The yellow colour recalls the sun, symbolizes light, a source of mental and physical energy.
Energy that creates movement, initiative, contagious joy, warm colour of optimism.

The yellow colour is also important for Technogym, a corporate colour that has always been associated with an important social campaign - active all over the world - against obesity.
Let's Move for a Better World communicates to people and governments by promoting the daily adoption of a healthy wellness and active lifestyle. An important lever for a healthier world of movement, positive approach to life and a balanced diet.

The yellow night is the night organised by fitness centers participating in the initiative, is an active night in which the gyms remain open and where courses and entertainment are organised for their members.
Being together and sweating for the same cause has no price.
Wellness is worth the effort.

yellow night

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