"Blending Hindu, Sikh, and Buddhist principles in a soup of Eastern philosophy, adding a dash of Neoplatonist hermeticism and social Darwinism, before stirring these ideas with a sprinkle of romanticism — one of theosophy’s clearer aims was to preach a spiritual transcendence. But while the group’s theories petered out, those on the spiritual force of color, written by the movement’s great British proponents Annie Besant and Charles Leadbeater in Thought Forms (1901), have not.

"Their illustrative tome revolved around geometric logos and brilliantly colored diaphanous shapes, in what they considered a treatise on 'atmospheric thought.' In their universe, the music of composers Wagner and Mendelssohn resonate in clouds of color exploding over parochial English churches. Clairvoyants could perceive an individual’s auras and said individuals could direct thoughts at others for 'definitely marked effects.' Envisaged as a chromatic mental state, the 'pure pale rose marks that absolutely unselfish love' could morph into the 'dull crimson of animal love.' As a sort of manifesto for spiritual synesthesia, it was a novel book to publish before Modernism had even appeared." - Ellie Howard

Cue the brand managers, creative directors and retail designers.

Article: How the Occult Shaped Branding’s Obsession With Color