Why the Dark Side of the Force Had to Be Dark

The innate meanings of color and intensity

By Jim Davies

You don’t have to look very hard to see that our culture has some pretty powerful associations between colors and feelings. As a recent example, the new Pixar film Inside Out has characters representing emotions, and the color choices for these characters — red for anger, and blue for sadness — feel right.

Red, specifically, is one of the most powerful colors in terms of its associations and the feelings it generates.