Over her 12-year career, Lee Jieun, best known by her stage name IU, has put out a vast range of singles to showcase her unique talents. Whether it be through high-energy jazz, beautiful ballads, or calming songs of self-discovery, IU’s range of talent can’t be denied. Though even through her vast career, there is something to note about her use of color, or one color in a video, as several of her videos will pick a signature color and stick to it, creating a completely different vibe to each single that IU releases. This does not occur in all of her videos, but it has occurred in enough of them over her career to be incredibly significant. 

So with this in mind, let’s take a look at some of the colors IU has used to make her videos pop. 

RED: “Marshmallow”

Coming from IU’s second mini-album, “Marshmallow” likens the naive love of a 17 year old to being like that of a marshmallow. IU showcases her love on a bold, red stage and refuses to silence it. Not only is this video a beautifully bashful showcase of young love, but a sweet addition to any K-Pop playlist. 

Orange: “Last Night Story”

The morning after a disappointing night can often be complicated, and “Last Night Story” shows it at its best. IU expresses her frustrations with her partner, who appeared to flirt with her friends, in this retro hit. This music video does not shy away from its vivid orange exterior, even matching the color palette down to the cheese puffs IU eats and the toilet roll she uses. With too much orange being a symbol of unease and fire, the color scheme tells us everything we need to know even before the music starts. Plus, who doesn’t love a retro throwback hit?

Yellow: “BBIBBI”

Out of all of her videos, the coloring of “BBIBBI” is one of the most interesting. The color most often associated with happiness is used for a darker purpose in this music video, as it takes on another meaning: jealousy. Yellow is against IU in newspaper headlines whilst yellow darts are thrown at her in a representation of negative online comments. So what does she do? She reclaims the color for herself and shows haters the yellow card. So what if you don’t like her? Your yellow hate will only make IU stronger, and with “BBIBBI” being one of IU’s biggest hits to date, her plan has clearly worked. 

Green: “The red shoes”

Don’t be fooled by the title, this music video is certainly not what you think. Based on the Hans Christian Anderson tale of Red Shoes, IU dons these magical dancing heels as she steps into this jazz-filled world, not aware of the consequences of her actions. The use of green in this video is no accident though, as it pays a subtle homage to the most famous red shoes in pop culture through the emerald tinges of Oz, as well as signifying the danger of the shoes; after all, red is the opposite of green on the color wheel. 

Blue: “Blueming”

Unlike “The red shoes”, the signature color of “Blueming” is fairly clear. IU dons a gorgeous blue hair-do in the music video, likening the blue and grey bubbles of iPhone messaging to the blooming of online love. Though traditionally associated with calm, gloomy, and otherwise negative emotions, “Blueming” gives the color energy and hope and allows us to associate a new color with this new age of modern love. 

Purple: “Twenty-Three”

Do you want to make money? Or fall in love? Who knows at this point, and IU feels your pain. Employing an Alice in Wonderland-style concept, IU paints the world purple as she tackles the indecisiveness of her twenties in an all-too relatable comeback. Purple is the perfect choice for this single, representing power, mystery, and royalty—and IU is certainly all of these. What is even more apt about this color choice is the criticism of the power of the entertainment industry and how it often oversexualizes or infatilizes its artists and controls every move they make. “Twenty-Three” shows IU regaining her power and becoming exactly who she wants to be as a person and an idol. 

Pink: “Ending Scene”

Love is given a rose-tinted color in this ballad of lost love. “Ending Scene” reflects on a relationship before it reaches its final moments and the blush pink heartstrings are cut—removing their feelings for each other once and for all. We are invited to spectate on a fairytale love that has long past before we reach the ending of the play and watch tragedy ensue. A truly heart-breaking single and accompanying video, “Ending Scene”’s use of pink feels like a perfect addition and truly helps to bring out the pain felt in this beautiful single. 

Black: “Last Fantasy”

With this music video, IU strips back to simplicity and allows it to be us and her. The video for “Last Fantasy” was filmed as part of IU’s Japanese schedules ahead of her debut, but was also released as a present to fans on the day of her high school graduation. This video is effortlessly simple and powerful; it is just IU on a stage, singing, highlighted just by the lights of the stage. In this case, IU takes the color of black and makes it entirely positive. It is a controlled showcase of her talent, with no thrills or gimmicks. Although there are interjections of her travels around Japan and pops of color, in its essence, this film is just for us and IU. She stands on a stage and sings out into a crowd of faces. It is a dream come true for her and there is no better way she could have shown it.

White: “Palette”

With a color associated with purity and serenity, IU gives us a canvas on which we can paint on in one of her biggest hits to date, “Palette.” This single gives us not only a sense of who IU is, but a sense of her loss of identity. She isn’t quite sure of who she is, so she reassures herself through things she knows she likes, attempting to paint a picture of who she is. This is further implemented in G-Dragon’s rap verse, which consoles the young IU and tells her that it is okay to be stuck in the inbetween and that everything will be fine.