January and February are not kind to blues. Cliff Arnall, a renowned psychologist, knows better than most the impact that blue can have on our collective consciousness and, many would say, mood. It was Arnall, after all, who created the ‘Blue Monday’ tag for his client, Sky Travel, in 2004. The general thinking, based on something of a scientific formula, was that debt, gloomy weather and, perhaps, low motivation, meant January was indeed the cruellest month of the year. Therefore, the best way to raise collective spirits was to prompt us to dream about sunnier climes and book a holiday.
