Theory as defined by Webster's Dictionary is as follows: "A supposition or a system of ideas intended to explain something, especially one based on general principles independent of the thing to be explained". I submit several synonyms which hold the same or very similar meaning as theory such as, surmise, assumption, conjecture...etc,etc. There's a system of ideas and principles that are taught world wide related to the theory of color and its "proper" application. There are entire industries that are built on and influenced by these widely accepted principles. I respect them greatly. I believe in them to a great extent but... I also believe color and its influence should not be held within pre-set rules & guidelines. The beauty of color in design particularly is that it truly is in the eye of the beholder. Although I respect the organizations, institutions and Industries that informs us of what's new and happening in terms of color. I won't be beholden to their assumptions and theories. I am a story teller. I tell stories through design. As a design story teller I will always follow the story...NOT THE RULES.