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Your points about the Rothko paintings are very interesting. Perhaps these feeling are created out of associations, or out of socialization. In our twenty years of life, we have been taught that red is the color of fire/heat, and blue is the color of ice/cold. Therefore, when we look at a picture of reds, we're not likely to have an experience of being cold. Rather, based our socialization experiences, we associate red with feelings of warmth. I feel that these associations are created subconsciously. When I look around a room, I don't consciously analyze all of the associations that I can make for each object. (Example: red chair= inviting, gray chair= not inviting, etc...). Rather, these associations are made for me, and I am probably more likely to sit in the red than the gray chair. In these situations, the story definitely comes first. Even though it's subconscious, my brain understands the story behind each association.