"We know that there are well-established, traditional principles and theories of colour, and the psychology of colour perception, across the entire creative design industry. However, an industry-wide accepted set of creative guidelines for producing immersive content is very much incomplete. It is a very different medium to traditional creative formats and even to that of 3D content viewed on a normal digital screen. Discover: This project involves rigorous primary customer research and medical/clinical expertise to understand the impact of different creative choices involving colour on the neurological and physical effects of immersive experiences, using chronic pain sufferers as an 'extreme case'. We aim to explore the effects on humans of different aspects of the virtual environment and apply this knowledge to real content. Define: We will synthesise our research, defining specific 'cause and effect' relationships between creative choices in a specific immersive experience and the participant's mental/physical state. We will begin to contribute to the definition of the 'archetype' immersive experience for a wide range of audiences (potentially including those with physical or psychological issues). Develop: We will create and test a range of different prototype experiences using different creative choices with end-users to validate and refine our thinking. Through this process, we will start to develop specific guidelines for the optimum immersive experience. We will facilitate an iterative process as we apply what we have Discovered to then Define and ultimately Develop stages as we make new discoveries through the prototyping/testing process, and refine the problem/opportunity definition accordingly. Deliver: We will create guidelines and/or adaptable resources from our findings that can be used by anyone in the creative industry creating an immersive experience. This would help content creators to deliver immersive experiences that meet the needs of a broader, more inclusive audience and induce desirable neurological or physical effects within the audience, therefore making the experience even more 'immersive'. This is an innovative project because there is currently little completed research regarding creative choices in this medium and their effects on the neurology and physiology of end users. The unique professional team we have put together includes both Creative Content Experts and Healthcare Clinicians, with access to an exclusive audience (through their patient base) who are experiencing extreme neurological and physiological effects courtesy of Chronic Pain Syndrome. The output will be scientifically proven creative guidelines for immersive VR content, regardless of technical platform."