In the era of emotional economy, color has become an important medium for products to establish emotional connections with consumers. This article takes POP MART as the main case study, exploring how color influences users' emotional perception and value experience within the IP visual system by analyzing its color application strategy in IP design. The article first expounds the theoretical basis of color psychology and emotional value, and then takes the IPs of Dimoo, Skullpanda, Hirono, and Twinkle Twinkle under POP MART as examples to analyze their color mechanisms in visual design, brand narrative, and consumer psychology. Through an interdisciplinary research method combining design and psychology, a set of IP color design methods based on the framework of "color-emotional value-brand loyalty" is proposed, providing theoretical support and practical paths for future emotion-oriented IP design.