Consciousness processes the mental formations by labeling and calling them something. Suddenly from a vague appearance arises the names and forms of life as we know it. Nama Rupa (name and form) arises from the fertile ground of mental formations and consciousness whose empty nature is confused by ignorance. To be called something, content requires information imparted about its nature. For example, we say an object is round, red, smooth, and small. Having recognized those traits through memory, we amass the data and call the object an "apple." The name we give separates it from the rest of the content before us. When we are hungry, "apple" rises to the forefront of all other forms. When we are not, it falls back and is barely noticed. The mental formations that encircle the words determine the object's importance to us. Consciousness is now ready to develop a narrative about the relative relationships between the objects, and where there is a story there will be a storyteller.