The author of the paper quotes V. Brusov, whose works are based on «the words, sounds, colors». In particular, the color is an aesthetic equivalent of the existent and non-existent. The author substantiates the use of colors, in particular, orange, as art technique in a collection of verses «Seven Colors of the Rainbow». The paper concludes that orange symbolizes virile personality, being the sigil of the sun, the flame, the passion and pleasure. Consequently, the poet uses the color to reveal the zest for life.