Colour
I found that some suffering with dementia struggle to relate to black and white imagery. This is because when we are trying to think of a memory, colour has a major impact on how we perceive that memory. Hence there is no black and white imagery in the books caption create. When a user submits a photo online there is an algorithm which recognises that it is a black and white image and colourises it for the user. This became the brands USP.