The word nostalgia comes from Greek – where the two words “nóstos” (homecoming) and “álgos” (pain, ache) had been combined to express that bittersweet pain of coming back home after an absence, and remembering the past.

We all feel nostalgic sometimes, when we encounter certain objects, smells, tastes, sounds or people from our past.

Our nostalgic memories are usually positive ones, which explains why nostalgia often has a positive, soothing effect on us.

An improved mood, a boost in self esteem, a decrease in stress and positive feelings about the future are only a few of the positive effects of nostalgia.

Remembering positive things from the past can help us feel better in the present, so nostalgia can actually serve a defense mechanism, protecting us from bad memories by flooding us with good ones.

Instagram’s various filters which can make any photo look like it was taken decades ago, Facebook’s Memories

using “retro” style elements in design, for example, a font that was popular several decades ago for a logo or an ad.

reviving an old campaign the brand had used in the distant past

creating an ad in which an iconic celebrity (a former actor, musician, etc.) endorses the product

reminiscing about popular things from the past (food products, toys, TV shows, etc.)