What do colors mean?

You’ve probably seen the Pepsi Logo Redesign from 2008. If you’re like me, you probably thought, “what hilarious bullshit”.

In Abelam society, Zabashi finds paint and color inseparable. He suggests paint holds meaning only through the ritual act of painting, contrasting their contextual world with our supposedly abstract one.

Yet our concepts also nest in ritual contexts.

The "objective" often hides within our own practiced beliefs, revealed only when some powerful tool—like the physics of light explaining color—reshapes our view.

We then carry this authority forward, much as Abelam life pulses with the power of paint.