Now that the sun has touched base at 23° 26′ 16″, summer is in full swing.

Publications run smaller books and TV ratings shut down, meaning that many advertisers have also traditionally switched off at this time of year. But a trawl through seasonal psychology studies suggests that it might be a bad time to take your eye off the ball.

People are generally happier, more optimistic, energetic and open to new experiences in summer, making it the perfect time to switch them to your brand. Or, it’s an important time to remind them why they should stick with you.

The effect of daylight on personal mood is well documented. A lack of it can lead to lethargy, overeating and, for an estimated 11 million Americans, the depression of seasonal affective disorder. Still skeptical? Then consider this—people from Portland, Oregon take more antidepressants than any other Americans even though they also have the most breweries per head. If all that beer is not enough to overcome 222 cloudy days per year then you know you’re dealing with a powerful phenomenon.

In life science marketing, accurate and timely communication with a purpose can shape ideas, create collaboration, and advance science and business. Conversely, miscommunication kills ideas, and along with them funding, value and potential life-saving treatments. In human history, however, miscommunication simply kills. It has started and decided wars even when the communicating parties are both speaking English.

As writers, we’re all familiar with the beautiful guide to precise prose that is EB White’s Elements of Style. But could there be a more graceful set than those arranged in the Periodic Table of the Elements?

Each of the 118 elements – officially recognized or not – is elegantly stacked in families according to their similar chemical behaviors. If we were to personify each behavior – say, asked if you were as flaky as carbon (in its graphite allotropic form) – then which element would you be?

Let us know below.