Okay: The singles themselves were very light and fun, even more than Loud imo.
Music videos were kinda dark, i.e. We Found Love kinda gives off an eerie vibe to me. Maybe it's the use of lighting in the video. Just feels strange. Also Where Have You been was a kinda dark video. (I'm not going to talk about You Da One, seriously wish it was not even a single, let alone on the album at all.)
Other songs on the album (I think Red Lipstick in particular) has some dark vibes, but other songs were not exactly happy, but more mellow (We All Want Love, Farewell) but it also opens the door to emotion (Fool In Love is seriously my favorite ballad of hers from ever.)
Overall I would say that it was a mix (pretty much what the consensus is on this topic.)
yeah, i was confused about this since the singles were like fun and happy but the videos looked kinda dark (not as much as rated r), so i didn't knew, but now i know it