ZenART's Membership Plans Terms & Conditions

(Updates effective 17/08/2020)

These terms and conditions (“Terms and Conditions”) govern the ZenART Supplies Rewards & Referral Plan as well as Subscribe & Save Plan (“Membership Plans”), and members of the programs will earn zen coins in connection with the purchase of qualifying online products and online activities that are redeemable towards the purchase of certain products online. For the re-occurring members (Subscribe & Save Plan) this includes exclusive gifts & content.


  • Free. No purchase is necessary to obtain membership in the Rewards & Referral Program, but you must establish an account at https://shop.zenartsupplies.co/account/register . Please see our privacy policy, located here, to understand how information you provide us will be used. This program is void where prohibited.
  • Eligibility. In order to be eligible for the Rewards & Referral Program, you must create an account as outlined in these Terms and Conditions. You may create an account if you are at least seventeen (17) years of age, have Internet access, and have a valid mailing address. If you are between the ages of 17 and 18, you must have your parent’s permission to register for an account. If you choose to create an account, you are responsible for maintaining the confidentiality of your account, username and password and for restricting access to your account. You are responsible for keeping such information current, complete, accurate and truthful. You agree to accept responsibility for all activities that occur under your account, username and/or password. You agree to provide only current, complete, accurate and truthful information. If you are accessing and using the Site on someone else’s behalf, you represent that you have the authority to bind that person as the principal to all Terms and Conditions provided herein, and to the extent you do not have such authority you agree to be bound to these Terms and Conditions and to accept liability for harm caused by any wrongful use of the Site or Content resulting from such access or use. You may only have one member account per natural person. Persons who are discovered to have more than one account forfeit their zen coins and will be unsubscribed from the Loyalty Program.
  • How To Enroll in the Rewards & Referral Program. (a) Create an account: Visit www.zenartsupplies.com (the "Site" or "Online") and become a registered user of the Site. Click here to be taken directly to the registration page. You will be asked for your first and last name, your email address, and a password. You will also be given the option to sign up for our newsletter. Once you have submitted the requisite information, you will be sent an email to the address you listed confirming your membership. Once you have confirmed your email address, you are automatically enrolled in the Reward & Referral Program and are a member (“Member”).
  • How to Access/Change Your Member Information. You must keep your personal information on your Account up-to-date. To do so, click on the "My Account" section and access your account by entering your registered email address and current password. From your dashboard you can access your account information; review your current and past orders; change your profile; manage your subscriptions and applications, and access your previous purchases.
  • How to Cancel Your Membership. You may cancel an account at any time. To cancel your account, please send an email to support@zenartsupplies.co and write “cancel membership” in the subject line. The email must come from the account currently listed on our servers as being associated with your Rewards & Referral Program. If you no longer have access to that email address, please email our customer service department and we will verify your status and cancel your account. Upon cancellation, you are no longer a member, and any unused zen coins accrued in your account will be forfeited and cannot be redeemed. Zen coins maintain their value only on valid accounts in good standing, and except as otherwise provided here for redemption, have no cash value outside of their redemption value on the Site.


  • General Members can earn zen coins on the purchase of qualifying online products at zenartsupplies.co. To receive zen coins for your Online purchases, you must be signed into your account. You may check at any time to see if you are signed in to the Site by looking in the upper right-hand corner of the site. Gift cards do not qualify for zen coins. Other products that do not qualify for zen coins are noted on the Site.
  • Earning Rate. Members earn 5 sen coins for every $1.00 spent on qualifying purchases (in other words, one (5) zen coins for every one dollar ($1) spent). Zen coins are based on your order subtotal, after any discounts, only. Zen coins are rounded down to the nearest whole number. For example, if you spend $9.99, you will receive 9 zen coins. The calculation is as follows: $9.99 x 1 zen coins per dollar = 9.99 zen coins, which is rounded down to 9 zen coins. This program started on August 17, 2020, and initial levels were set on the 2020 amount spent on ordering products. Note: Shipping and Taxes are not taken into consideration. If an item is return and/or price adjusted that will also be removed from your rewards calculations.
  • Gift Cards. Gift card purchases are not eligible to receive zen coins. However, once a gift card is redeemed, zen coins will be awarded to the recipient for the subtotal after any gift card values, provided s/he is logged into the account, as outlined in these Terms and Conditions.
  • Addition of Zen Coins to Accounts. Zen Coins will be added to your Account under the following conditions, and will generally show up immediately. You will receive zen coins:
    • At the time of account registration
    • During the purchase of qualifying products
    • For other activities outlined on the Site that may show up from time to time. Note that for these other activities, including “bonus zen coins” accumulations and other zen coin promotions, zen coins may show as “pending,” depending upon the activity.
    • Joining the Birthday Club. Birthdate must be entered 30 days before your Birthday to qualify.
    • For Liking the ZenART Supplies Facebook page and sharing the ZenART Supplies Facebook page with your following. This is good one time only.
    • Following ZenART Supplies on Instagram. This is good one time only.
    • Referring a friend to ZenART Supplies. Your account will be automatically awarded the discount only if the referral friend used the link sent to them from your referral account and makes a qualifying purchase. Discount will automatically be applied to account if stipulations are met.
  • Exclusions. Members earn zen coins only on the purchase price of: (i) qualifying online products. Calculation of zen coins excludes payment by the Member for shipping charges and all taxes, including without limitation, federal, state, and local taxes or use taxes. Zen Coins will not be earned on any discounts or other credits offered in connection with a product or service. For example, if a product that is normally $50 is on sale for $25, a Member will only earn zen coins on the purchase price of $25. Purchases of gift cards, redemption of vouchers, and any type of price adjustments, including merchandise returns, are not eligible for zen coins. All purchases made: (i) by a Member prior to such member joining the Program, (ii) Online without a Member being logged onto the Website with the Member's Account number linked to the Member's Online account, are not eligible for Reward & Referral Program credit. The purchase of ZenART Supplies products outside the Zenartsupplies.co website are not eligible for the Reward & Referral Program.
  • Returns/Order Cancellations. Zen Coins earned for a purchase that is then the subject of a return, cancellation, refund, declined credit card or gift card, or other credit will be deducted from your account in an amount equal to the zen coins earned for the original transaction, including any bonus zen coins that may be applicable. Any rewards discounts that are applied to the order, will be distributed equally to the applicable items in the order when completing a return. Zen Coins redeemed on an order will not be reapplied back to your rewards account for any reason on a returned order. If a return/cancellation will cause your account to have a negative zen coin balance, you will not begin earning zen coins again until your zen coins balance is returned to zero (0), by making purchases, or engaging in other promotional activities offered from time to time. If an item is exchanged (different product) any redeemed rewards on the initial purchase may be transferred to the exchange one (1) time only. Rewards used on an order that is canceled cannot be reapplied as they are good for just one use.
  • Bonus Zen Coins Promotions. From time to time, ZenART Supplies may run certain bonus zen coin promotions. Under bonus zen coin promotions, Members can earn additional or "bonus zen coins" in connection with the purchase of certain online products. When you purchase these specially marked products or make the purchase during a bonus zen coins time period, you will earn bonus zen coins on each product, as specified in the offer. Bonus zen coin promotions are subject to the terms and conditions of the offer and may be offered at any time in ZenART Supplies sole discretion. Bonus zen coin offers cannot be combined with any other offer.
  • Limitations on Bonus Zen Coins and Zen Coins, Generally. These terms apply to zen coins and bonus zen coins accruals. If you purchase a product during a promotion and the product comes with an additional, free product, zen coins will not be issued on the retail value of the free product. If you redeem zen coins towards the purchase of a product and pay a portion of the retail price after the zen coin's redemption, you will receive zen coins only on the leftover retail amount you pay, and not on any value attributed to the zen coin you used. If you redeem zen coins towards the purchase of a product in an amount equal to the full price of the product, you will not earn any zen coins.
  • Non-purchase Options for Earning Zen Coins. You may also earn additional zen coins on non-purchase activities. From time to time, ZenART Supplies may offer you the chance to win various prizes, and earn zen coins, for entering into promotions. For sweepstakes promotions, there is NO PURCHASE NECESSARY TO PLAY OR TO WIN. Rules and restrictions will apply to such promotions and may be found on the entry page of any promotion.
  • Referring a friend to ZenART Supplies. Email a friend an $8 off coupon on $50 order by clicking “ Earn Zen Coins” then “ Refer a Friend”. Enter the email address of a friend who has not purchased with ZenART Supplies before (if your referral has shopped with us before the referral link will be automatically voided by the system). A referral link will be sent to your friend with an $8 off coupon on a $50 order. $8 off coupon on $50 order will automatically be rewarded to your account only if the referral friend used the link sent to them from your referral account and makes a qualifying first-time purchase with ZenART Supplies. Your Referral friend will receive an $8 off coupon on $50 order, 200 zen coins for signing up, and zen coins from their first purchase made while signed into their new ZenART Supplies account.


  • How To Use Your Zen Coins. Zen Coins must be used in increments outlined in these Terms and Conditions. The maximum number of zen coins that may be used in a single transaction is 10,000 zen coins. Zen Coins may only be used Online at the ZenART Supplies website. Zen Coins towards Products: Members can use their zen coins to reduce the purchase price of a product or to receive a product for free based on the following scale:
    • 500 zen coins = $5.00 off
    • 1,000 zen coins = $10.00 off your at least $50 order
    • 1,500 zen coins = $15.00 off your at least $50 order
    • 2,500 zen coins = $25.00 off your at least $50 order

    Zen Coins can only be redeemed in any combination of the zen coin and increment amounts set forth above. Redemption of zen coins towards purchases of products is subject to product availability. Any rewards discounts that are applied to the order, will be distributed equally to the applicable items in the order when completing a return.

  • Gift cards. Once available, zen coins cannot be used towards the purchase of gift cards. Gift card redemption, however, is eligible for zen coins. Zen Coins accrued pursuant to the use of a gift card will benefit the gift card user, provided the user has an account in accordance with these Terms and Conditions.
  • To Redeem your Zen Coins. Before you begin shopping with us, sign in to your Shop account on our site. Select “Redeem Zen Coins” from the red tab housed in the lower left-hand corner of the screen and select the amount of zen coins you would like to redeem. You will be issued a custom code that you can copy and paste into the discount bar during check out (Please note - only one code can be used). Your total payment amount will be discounted by the amount of zen coins you allocate to the purchase. Note that zen coins may only be redeemed for the purchase price of the product. Sales tax, shipping, and other handling charges assessed in addition to the price of the product are your responsibility and zen coins may not be used to discount these additional charges.
  • Exclusions. Only one account per natural person. Only one discount code can be redeemed per transaction. Rewards redemption codes may not be combined with any other discount codes. Zen Coins may not be transferred or gifted at this time. Zen Coins cannot be used on past purchases. Zen Coins accumulated on different accounts by different members may not be combined or aggregated to make purchases of products or for any other reason. Zen Coins earned in a transaction cannot be redeemed in the same transaction. Redeemed zen coins cannot be retroactively applied to any past order or receive a price adjustment on any order where redeemed zen coins were not applied. Zen Coins have no cash value outside of the ZenART Supplies website and are available only to members in good standing.
  • Zen Coins Expiration and Time Lapses. All zen coins acquired, whether standard zen coins or bonus zen coins, shall expire 180 days from the date the zen coins are added to your account. Zen Coins expire 180 days from the date in which they were assigned to your account. Specific onsite activities in which zen coins will be awarded are set to accrue zen coins based on a time-lapse at the discretion of ZenART Supplies.
    • Sign up: zen coins are added to your account instantly
    • Order: zen coins are added to your account when your order is placed.
  • Once zen coins are redeemed, a discount code will be assigned and we are unable to cancel the discount code and reapply the zen coins to your Reward & Referral account. Discount codes generated by redeeming zen coins do not expire until used. They are a one-time use code, so once it is used it is gone. If an order is returned zen coins will not be reinstated.

4. Subscribe & Save Plan

  • Re-occurring purchase. Purchase is necessary in order to participate in this plan. The plan is worth $6.95 and will be charged to your account on the same date of the month that you purchased the plan, i.e. if you purchased the plan on 19th of January, you will be charged for the plan on the 19th of each month you are a Subscribe & Save Plan member.
  • 15% re-occurring discount. As a member of the subscribe & Save Plan, you are eligible for a 15% discount every time you put an order in place. You are qualified for the discount as soon as you purchase the plan.
  • Cancellation. After a purchase made with a Subscribe & Save Plan, you are not able to get a refund for the plan for the month the purchase was valid for but you can cancel for the following months.
  • Free samples & accessories. These are included for members of Subscribe & Save Plan only. These are not included in each order but the member will be informed when they will receive "extras" in their order.
  • Access to exclusive content. Exclusive access to tutorials, guides, tips & tricks in video, pdf, or audio format will be part of the membership program. Not all exclusive content is available but what is and will be available is up to ZenART Supplies sole discretion.


  • By registering with Zenartsupplies.co and joining the Reward & Referral Program, you agree to be bound by the terms and conditions set forth in these Terms and Conditions, as well as any other terms that may be associated with the Reward & Referral Program. ZenART Supplies reserves the right to cancel, modify, suspend or restrict the Reward & Referral Program, your account, the redemption of zen coins, or any aspect of the Program, including, without limitation, the zen coin conversion ratio and the zen coin expiration policy at any time. Any changes can be made without advance notice. ZenART Supplies may make these changes even though such changes may affect your ability to use zen coins already accumulated. You are responsible for remaining knowledgeable about the Program Terms and Conditions. A Member's zen coins balance, as reflected in ZenART Supplies records, shall be deemed correct. ZenART Supplies reserves the right to determine the amount of zen coins in any Member's account based on ZenART Supplies' internal records related to such Member's account. In the event of an inconsistency between the amount accrued in a Member's account as stated on any Member's receipt and ZenART Supplies internal records, ZenART Supplies internal records will control. ZenART Supplies assumes no responsibility for errors caused by incorrect Member information. Your right to transfer zen coins earned or granted under the Program is strictly limited. The sale of zen coins is prohibited and may result in the confiscation or cancellation of your zen coins as well as suspension or termination of your membership, which in each case shall be final and conclusive. All transactions involving zen coins and all Member accounts are subject to review and verification by ZenART Supplies. The zen coins balance in a Member's account may be unavailable for use when an account or transaction is under review. ZenART Supplies may revoke any Member's membership in the Reward & Referral Program at any time if such Member engages in abuse of the Reward & Referral Program or fails to follow the terms and conditions of the Program. Fraud or abuse relating to the accrual of zen coins or redemption of rewards may result in revocation of membership in the Program and may affect a Member's eligibility for participation in any other ZenART Supplies program, present or future. Zen Coins are non-transferable and cannot be redeemed for cash. The interpretation and application of the Program's Terms and Conditions are at the sole discretion and determination of ZenART Supplies. For more information or other questions, click on Contact Us.
  • The Terms and Conditions of the loyalty program are subject to change at ZenART Supplies’ sole discretion at any time and without notice to customers. Upon customer’s at-will termination of their Zenartsupplies.com registered account, or if a customer is termination for violation of these Terms and Conditions or other activities in violation of the intent and good faith intended use of this Site, all zen coins will immediately be forfeited and will no longer be redeemable. ZenART Supplies will make reasonable efforts to award zen coins as outlined above to all 1. registered and 2. qualifying Zenartsupplies.co customers but is not responsible for any technical or unforeseen errors that may occur.
  • Zen Coins are nontransferable, nonredeemable for cash, are nonrefundable and are not valid outside of Zenartsupplies.co. Purchases made outside Zenartsupplies.co are not valid for zen coin accrual (this includes, but is not limited to Facebook resell groups, Ebay, and Amazon).
  • Employees of ZenART Supplies are not eligible to participate in the Reward & Referral Program.

Subscribe & Save Plan

Membership Benefits for Just $6.95/Month

For other currencies, the respective conversion applies.


Colors and Emotions in Art

Colors and Emotions in Art

Color Theory Emotions | How Color Affects You | Colors and Emotions - The Evolution of Color | Color Emotions - The Inspiration of ZenART's Watercolors

Before jumping into the colors and emotions train, you might want to have a look at our previous Toolkit article - How To Watercolor For Beginners Tutorial. It's a great guide for beginners that covers the different materials you'll need and how to start using and exploring them.

TABLE OF CONTENTS: Looking for something in particular? Jump ahead using the links below:

Color Theory Emotions - From Newton To Wright
How Color Affects You
Colors and Emotions - The Evolution of Color
Color Emotions - The Inspiration of ZenART's Watercolors

Color Theory Emotions - From Newton To Wright

Listening to different kinds of music evokes different emotions in you, reading tragic stories and poetry make you sad, and seeing funny images can make you laugh. Color can also be used in the same manner, it can be a very effective tool when used right. Just look at the colors used for the stop lights - red, yellow, and green. Among the three, red is the most dominant and stimulating and it instantly catches your attention. In the case of the stop light, it means to STOP. While yellow is less stimulating than red, it's still bright and warm enough to signal as a kind of warning. To get ready to SLOW DOWN. And finally a medium shade of green that's not too bright nor too muted. Just the right amount of brightness to tell you that it's time to GO. 

How we experience and respond to color changes depending on the shades and intensities used and the color combinations. Not to mention the personal, cultural, and psychological meaning they carry for each of us. The journey to a deeper understanding of color is nowhere near its end. But we are certainly going in the right direction.

Isaac Newton

What we know about color now stemmed from Sir Isaac Newton's discovery of the rainbow in 1666. Which he then turned into a diagram that we all know and learned in school - the color wheel. From there we find out that there are three primary colors that when mixed create another set, the secondary colors. And by mixing the primary and secondary, you create another set called the tertiary colors. By studying the placement of the colors on the color wheel and their relationship to each other, we learn to understand the theory behind the different color harmonies. 

Sir Isaac Newton's asymmetrical colour wheel with the corresponding musical intervals from Opticks: or, A Treatise of the Reflexions, Refractions, Inflexions and Colours of Light.

Perhaps the most commonly known one is the color harmony using Complementary Colors. Where two colors on opposite sides of the wheel are used side by side, to enhance and complement each other. For example when you use the colors red and green together, the red becomes even more vibrant and the green lusher. Think of fir and pine trees adorned with red d'ecor during the holidays, don't they just look great together? Knowing the different color harmonies you get from the color wheel and learning how to make use of them is an essential part of any artist's toolkit. Check out this article - Oil Painting Mixing Colors. For a more in depth look at the color wheel and color harmonies. The theories covered there remain the same for any medium.

Johann Wolfgang von Goethe

Color has long been a subject of mystery and debate. From scientists to artists, from philosophers to the average person on the street. While Newton studied color as something physical (what the eye could see), Goethe saw the emotional side of it. Wherein each one of us experiences and sees colors differently from each other. This different side of relating to color greatly intrigued him. Perhaps being a poet and a novelist had great influence in this. He went into great detail about how color may affect our emotions and behavioral traits, opening the doors to modern color psychology.

Wolfgang von Goethe's colour wheel from Theory of Colours.

Carl Jung

Swiss psychiatrist and psychoanalyst Carl Jung was considered to be one of the prominent pioneers of color psychology. He believed color to be an essential tool in psychotherapy. Using the work of Hippocrates as his foundation, he divided the four different consciousness or temperaments into four personality types related to color. Specifically cool blue, earth green, sunshine yellow, and fiery red. His intention was to study and explain how color can be used and what its effects are. How they can reflect our inner motivations, psyche, and our behavior. Each color personality type has a positive and negative aspect, and we all contain a part of each of them just in varying amounts and proportions. 


Bauhaus (German for "building house") was a German art school founded by architect Walter Gropius known for its visionary way of bringing together arts, crafts, design, and mass industry in one unified association. The four notable proponents of the Bauhaus color theory are Johannes Itten, Wassily Kandinsky, Paul Klee, and Josef Albers. Their unique ways of interpreting and using colors greatly influenced the development of color theory emotions we use nowadays.

Wassily Kandinsky

Kandinsky's color theory strives to explain how a painter's palette comes about. Either by the effect it has on the eye (how a person understands color on the physical level), or by its psychological effect - how it resonates and connects to the painter's spiritual experience. 

"Color is the keyboard, the eyes are the harmonies, the soul is the piano with many strings. The artist is the hand that plays, touching one key or another, to cause vibrations in the soul."

Color Study: Squares with Concentric Circles by Wassily Kandinsky, 1913. Mixed technique on paper.
Johannes Itten

Meanwhile Itten associates different colors with certain emotions, closely studying how colors affect mood, how each person perceives color, and how an artist's favored color palette reflects their personality. He gave us the color wheel we are most familiar with nowadays containing 12 colors (three primary, three secondary, and six tertiary). He also  theorized seven types of color contrast and taught them to his students. They are as follows: contrast by hue, by saturation, by value (light to dark), by temperature, by complements, simultaneous contrast, and contrast by extension.

Johannes Itten's "Colour Sphere," a colour wheel guide that is still widely used by artists today.

Angela Wright

Using Carl Jung's theories as stepping stones, Angela Wright pushed it even further and formed a color emotions theory merging color psychology and color harmony called the Colour Affects System. Below are the 7 principal tenets of that theory:

Color Affects System
  1. Each hue affects distinct psychological states.
  2. The psychological effects of color are universal.
  3. Every shade, tone or tint can be classified into one of four color groups.
  4. Every color will harmonize with every other color in the same group.
  5. All humanity can be classified into one of four personality types.
  6. Each personality type has a natural affinity with one color group.
  7. Response to color schemes is influenced by personality type.

She observed that the colors put together that also worked well psychologically also clearly had a kind of color harmony. Although people often mistake attributing their emotional reaction to just one color. But it's actually color combinations that trigger the reactions. Likewise in music, emotional response is only produced depending on how the musical notes are combined together. 

How Color Affects You

Here are the four personality types according to the Color Affects System:

Personality Type 1 - Morninglight/Spring

Delicate warm colors that are clear, clean, and fresh. They contain very little to no black, and are high on the value scale. Think of spring with all its bursts of color and life after the long and cold dark winter months. The sunrise is bright and clear, the melting ice and snow return to running rivers that are so fresh and clean. Nature is coming back to life.

This personality reflects spring and the morning light - externally motivated and eternally youthful. People with this personality type are also light on their feet, often clever (but not the type who likes intense debates), and optimistic. 

Because of the talent and tendency to handle a number of things at the same time, it can be negatively perceived as being frivolous, superficial, and insubstantial. Some may view such brightness and lightness as trivial and cheap. Emotions can become fragile. 

Farm Garden with Sunflowers by Gustav Klimt, 1907. Oil on canvas.

Personality Type 2 - Dreamlight/Summer

Cool, delicate, subtle (not necessarily light) colors that contain a bit of grey with mid range values. As nature moves from spring to summer, the earth becomes drier and the leaves go from vibrant green to a darker and deeper green. This makes it a perfect complement to the softer colors of blossoming flowers. The intensity of the summer sun washes out the colors during sunsets and the heat haze of the noontime sun blurs out the surroundings. This constant warm temperature shows us how color affects you, and makes you yearn for rest and cooler environments. 

This type of personality is cool, calm, collected, and internally motivated while still being sensitive to what others around them are feeling. They can be very witty, but often with a subtle and dry sense of humor. They have gentle, quiet elegance that doesn't make them seek the limelight. 

The challenge for this personality is they might appear aloof and unfriendly to others. Especially since they try to avoid excitable situations that might put them under the spotlight. 

The Babbling Brook by Asher Brown Durand, 1851. Oil on canvas. 


Personality Type 3 - Firelight/Autumn

Colors that are rich, warm, kinda offbeat, and fiery that contain black tints in their mixtures but without black itself in the group. Autumn is the season where nature is filled with abundance, it is the time where fruits have ripened and are ready for harvest. The bright colors of the earth, the flowers, and leaves are now turning to burnt oranges and browns (of the leaves and not the flowers), rich golds, fiery reds, and purples. 

This means being externally motivated, and having a strong and intense personality. Firelight personalities are fiery and strong and can be flamboyant, though the intensity will vary depending on the subordinate personality influences. If the subordinate is Dreamlight to a greater degree, then the fiery-ness is lessened. 

This personality can be negatively seen as being too bossy or tedious.

Autumn Effect at Argenteuil by Claude Monet, 1873. Oil on canvas.

Personality Type 4 - Starlight/Winter

Cold, clear, strong, either very light or very dark, and intense with deep and extreme contrasts including black and white. Snow has fallen and the landscape is blanketed with it, everything around appears white with the stark contrast of dark and leafless trees here and there. And the icy blue or cool grey sky as a cold backdrop. In this sense, the grey that we see during this time may seem like a sad color. All that was bright and colorful has now withered away, seemingly asleep yet there is energy as the regeneration process begins. 

People with this personality type are internally motivated and automatically command respect. They are very efficient and precise in what they do, are not easily distracted from the objective, and don't want to take the time to explain in detail to others. 

This may seem cold, uncaring, and somewhat elitist. Their challenge is to be more open and pay attention to what others are feeling.

Winter Landscape by Paul Gaugin, 1879. Oil on canvas.

Colors and Emotions - The Evolution of Color

The theories and debates surrounding color are in continuous evolution. From Newton's search for a deeper understanding of color to the color psychology that's heavily used nowadays in art therapy and the world of marketing. We have gone beyond using color merely for aesthetic or decorative purposes, we have learned that how we use it is an essential part of our lives and our wellbeing. The discovery of how each person relates to color is special to each individual through their own personal color association, the cultural or symbolic meaning, and the psychological meaning.

Personal Color Association

This is generally the conscious association we have with a certain hue, or tone of color, and the personal connection it has to us. Like the color of your favorite food, or something from your memories like your father's coat. 

The beautiful color of cinnamon rolls and the nostalgic grey coat.
Cultural or Symbolic Meaning

This is the deep belief about color within one's own culture. Colors develop great symbolic meaning and significance through many generations, and may even become part of folklore.

In some cultures, red is associated with good luck. While black is worn for mourning in some, while white for others.
Psychological Meaning

Whenever we see color, we instinctively react to it mainly on an unconscious level. Color is a universal language that we understand by instinct - the language of emotions - and it affects our behavior without us even consciously knowing about it.

When I see a clear blue sky, I immediately feel lighter and my mind feels clearer. And the starlit night sky deeply soothes me and keeps me still.

The more we learn on how and why we react and relate to color, the better our understanding of how to make the right color choices and how we equate color and emotions. To be able to use color to create and achieve the positive results we are looking for.  

Each color has the ability to be either stimulating or soothing. It largely depends on its chromatic intensity. If the color is deeply saturated, it's more likely to be stimulating. If the color has low saturation, then it's highly likely to be more on the soothing side. Take blue for example, blues with intense and deep saturation stimulate and enliven the mind. While less saturated and lighter blues such as the sky are soothing and calming to the mind.

Color Emotions - The Inspiration of ZenART's Watercolors

Learning how to mix colors to create different color harmonies is an important skill that artists aspire to master. With those skills you can effectively use colors to elicit a certain mood or atmosphere in your works. Check out the useful guides, mixing charts, and tips in another of our Toolkit articles - How To Mix Watercolors - Essential Guide.

A peek into our watercolor mixing guide.

Our ZenART Watercolor sets are made especially for aspiring artists and students, these palettes have been designed to give you different choices according to the mood and the effect you want to portray. Based on our co-founder Ardak Kassenova's studies into the effects of color on our moods, mental wellbeing, and her long use of art as therapy. Our special tagline for these watercolor sets says it all - Paint with Colors of Your Mood. Take a look at the four sets below!


This set is designed to promote the habit of daily painting, sketching, and journaling for a healthy mind and creative flow. It's small enough to fit in your pocket, making it the perfect set for bringing along when on the go. Just like its name - espresso - it's tiny but packed with a powerful collection of 12 super-colors. They're the essential colors for color-mixing the other colors you might need.

Just like a tiny cup of espresso!
So convenient to always have in your bag or pocket for a quick painting anytime and anywhere. I painted facades of buildings and used pen and ink for those extra detailing. Brushes used are from the Turner Collection of ZenART Supplies.


The set that's packed with a bevy of warm colors, for those with a more outgoing and sunny personality that just overflow onto their paintings as well. This palette is great if you love to paint bright floral subjects, dramatic sunrises and sunsets, portraits, and other vibrant and eye-popping paintings. Or if you feel like doing a pick me upper kind of painting to uplift your spirits. It contains 24 half-pans of watercolor paints to choose from without any of the colors repeating.

An amazing amount of selection of yellows and reds!
Painted a quick study of a bright dahlia flower. Watercolor brushes also from the Turner Collection.


For those who gravitate towards the cooler hues, perhaps having a more calm and serene personality. This set is perfect for those who love to paint landscapes, seascapes, and botanical subjects. It can also work well to soothe your mind and troubles if you need help winding down from a rough day. Likewise containing 24 half-pans of watercolor paints just like Allegro. These two are the main palettes of the Aspiring Artists series of watercolors from ZenART Supplies.

Everything you need for any kind of landscape painting!
Painted a variety of subdued flora to test out the different greens. Watercolor brushes used are from the Turner Collection.


This watercolor series won't be complete without some shimmering colors as well, so a whole palette is created to cater especially to that. Called Prezioso, named after the shimmering watercolors it contains that mimic the precious metals and minerals. It also refers to the "precious" people and our "angels" on earth - our loved ones. This palette is dedicated to Ardak's father who was a geologist, poet, and inventor who lovingly called her 'my precious'. She was reminded of all the unrefined minerals and ore in her father's study while designing this palette. 

Try experimenting using this on both white and dark paper to see how the sparkling and shimmering takes effect. This is great for decorative art, art meditations, zen-tangling, cards, and journaling. This set contains 18 half-pans of fabulous colors.

All the minerals, precious stones, and metals you can wish for in one palette!
I made a doodle/meditation art using the color bronze and the #3 rigger and #3 round brush from the Turner Collection.

All our sets (except for the Espresso) come with a #5 round water barrel brush,  #3 flat synthetic brush, mixing area, sponge, watercolor paper with the labels of the colors for swatching, and a splash guard to help keep everything clean.

Art and Emotion

What an amazing journey beginning with Newton's color wheel and by now reaching the point where you can find out which of the four color personalities you belong to and how color affects you. To be able to utilize this newfound knowledge to help create better environments, aid us through art therapy and psychology, and explore its effects and meaning in our artworks. Learning about all this really made me reflect and realize why I gravitated towards certain colors in many of my palettes. It's a wonderful discovery that I hope you too will greatly enjoy as much as I did.

We'd love to hear back from you!

Which colors are you already intuitively attracted to? Of the four, which personality type do you think you belong to? What colors do you realize are always a part of your palette? Would you be interested in answering a color personality quiz if we made one? What future content would you like to see from us? Let us know what you think, we'd love to hear back from you. Feel free to leave a comment, and we'll be happy to answer any queries you have.

Learn the difference between acrylic and watercolor in our next Toolkit article - Acrylic vs Watercolor - The Key Differences. Meanwhile, have a great time exploring the world of colors and emotions!


Kathleen is the Wordsmith at ZenART, resident artist and art editor. When God sent a shower of talents, Kathleen made sure she got a basketful of them! She's a visual artist with practical knowledge on various fields from painting and sculpture, to costume and set design which comes in very handy when writing about various art techniques and theories. She also shares her passion for the arts through teaching. She runs her own brand of handmade wirework jewellery designs.

Haller, K. (2019) The Little Book of Colour, How to Use the Psychology of Colour to Transform Your Life

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