I think it pictures and colours sometimes. Usually when I'm not consciously trying to remember something.
For example, if trying to remember my mother's cat I might first think in black, then in a picture of him, then the word "Maximilian". *Bad example*
Okay, when trying to provoke an emotion in myself and then express it, the emotion might feel a deep, boiling purple - and then I can name it despair - and then I can go on trying to explain it. Once I'm in the words, quite often the colour disappears.
Do they actually matter?