Shapes, images and colors convey feelings and emotions, but they also have their own personality.
Some of them may seem sweet and gentle, others conjure images of aggressive, happy, or sad feelings…

Some of these emotions are universal, independent of place and time.
For example, the sea and a distant horizon invoke a sense of journey in all of us, a journey to another place or to an inner world. They ultimately give us a sense of encountering our self.

Because they are active from the moment we encounter them, these images are an integral and active part of our psychological identity.
And because they are universal and we all share them, they constitute a frame of reference.
They are part of what Jung called the Collective Unconscious.
They are called archetypes, i.e. universal psychological references.

When you choose a color, it’s not an expression of your analysis of chromatic values, but an unconscious expression of your attraction to or rejection of the emotions borne by this color.
You thus indicate your preferences on a universal reference scale.
You show what emotions carry you, and what emotions bother you. You reveal who you are.