This paper introduces non-referential terms into language as used in the Calculus of Qualia (CQ). It is possible to write “blackness” to refer to the experience of the subjective, internal quale of blackness. It is possible to write █ as another word for “blackness,” another referential term. But that is not its meaning in CQ. In CQ the word “blackness” is used as usual, as a symbol that refers to something other than itself. But █ is the immediate subjective experience (...) (quale) that arises in the reader’s mind. “Blackness” refers to the color or quale. But █ in no way refers, _not even to itself_, it is strictly non-referential. It’s presentation instantiates it. This is no some trivial definitional trick but is a paradigm shift. Examples, traps, and concequences for theories of truth and meaning are briefly explored. (shrink)