"Adjective and noun associations are worthy of our consideration because by careful linkage of words such as 'black' with strong emotionally positive words (such as in 'black heavens' and 'noble black night') we can start to program subconscious bias from the brain by creating a background neurochemistry that is more positive. This keeps the prefrontal cortex more fully operational and encourages more empathy in both thoughts and behaviours. Thus society develops better through their own choices and evolves. This is part of social evolution and this kind of awareness in writers is essential."