The Emotion of Framing at Capricorn and Walter Adams
The Emotional Impact of a Picture Frame: How Color and Craft Shape the Feel of a Space
— by Lloyd Haddad and Keith Wicker
Capricorn Framing and Walter Adams Framing
Color speaks before words ever do. In interior design, it’s emotion made visible — and that includes the tones of a picture frame. At Capricorn Framing, we understand that the right frame color doesn’t just complete a piece of art; it helps define the entire mood of a room.
Just as wall colors can energize or soothe, a frame’s finish can subtly shape how art interacts with its surroundings. A gilded edge adds warmth and tradition; a cool metallic can modernize; a deep matte black can ground and dramatize. Knowing how these tones influence perception helps designers and homeowners make intentional, emotionally resonant choices.
At Capricorn Framing, collaboration is key. We work hand-in-hand with interior designers and homeowners to ensure that every custom frame supports both the aesthetic and emotional goals of a space. Whether a project calls for museum-quality preservation, sleek contemporary design, or something uniquely eclectic, our team translates creative vision into beautifully crafted results that feel exactly right.
Consulting Beyond the Frame:
Our expertise extends beyond craftsmanship. Through our design consulting services, we help clients refine presentation concepts from idea to installation — advising on materials, color coordination, lighting, and placement. For interior designers, we serve as trusted partners in visual storytelling, ensuring that each piece of art harmonizes perfectly with its environment.
If you’re planning a major project or reimagining your home’s aesthetic, now is the ideal time to consult with us. Our experience can help you make framing choices that elevate not only your artwork but your entire space.
Bold Art Deserves a Bold Frame:
Recent client projects remind us that daring design rewards the eye. One of our favorites: an iridescent contemporary artwork paired with a chrome mirror frame and separated by a black fabric mat — a striking combination that captures light and attention in equal measure.
The San Francisco Experience Podcast Interview:
We were pleased to join Jim Herlihy’s The San Francisco Experience podcast to talk about the joys and challenges of building a small business in a creative city. When we founded Capricorn Framing, we knew it would take dedication, passion, and community support — and San Francisco has provided all three in abundance.
Our conversation explores why independent entrepreneurs are essential to the city’s artistic ecosystem and how collaboration keeps our local economy vibrant.
The San Francisco Fall Show:
We recently attended the Opening Night Gala of The San Francisco Fall Show, the West Coast’s premier art, antiques, and design fair. The evening celebrated creativity, craftsmanship, and community — values we hold dear at Capricorn and Walter Adams Framing.
As we approach Thanksgiving and the Holiday Season, it’s a time to reflect on what we’re grateful for: our clients, collaborators, and the creative partnerships that make our work so rewarding. It’s also the perfect time to plan your own custom framing projects — gifts that are meaningful, personal, and lasting.
