Purple's mattresses have grown beyond their online-only beginnings, now being sold in many mattress stores, and the brand owes much of its reputation to its unique "GelFlex Grid" layer.

Lets just pick purple and call it a day. And when brands settle for indecision, they miss out on making an emotional impact. Decisiveness drums up emotion. Red energizes a brand; blue soothes it.

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While brands like Hefty and Glad are far cheaper, Dancy said the purple bags are made thicker because people using Hefty or Glad bags often don’t pack them to the brim. “With pay-as-you-throw ...