Emmy nominee Kyle Cooper explains his goal with the creepy intro: "If you can make a title sequence that elicits an emotional reaction, that's a successful title sequence."

American Horror Story co-creator Ryan Murphy is offering a golden clue to the upcoming third season of the FX anthology series, Coven.

In a behind-the-scenes look into the show's Emmy-nominated opening titles, Murphy and title designer Kyle Cooper explain the objective behind the creeptastic sequence.

PHOTOS: Unmasking Rubber Man: Behind the Scenes of 'American Horror Story'

"I've always been obsessed with main titles, I really feel like it's an art form," Murphy says. "It tells you what the viewing experience ahead is going to be."

For example: Clues to Asylum were featured in the opening credits, including a glimpse at people stuck in a bathtub of horror -- a teaser for the gross milk baths that Lana and other inmates endured. Each frame, Murphy says reflecting back on the season that has garnered 17 Emmy nominations, felt like a miniature piece of art.

Murphy wanted to use existing sets and locations to create the dark imagery featured in Asylum's opening credits and notes that he enjoyed watching the fan responses as they tried to decipher the clues -- many of which he says were spot-on.

PHOTOS: 'American Horror Story: Asylum': The Spookiest Set on TV

"You have to watch it 10 times because every frame is a clue for what the season will be," Murphy explains. "And ever year it has a different tone, look and concept. By the last frame of the main title for Coven, you'll really have an idea of what the last frame of the Coven season will be."

For Coven, the typography that has become synonymous with the series will return, though Cooper and the producers "were trying to make something completely different."

STORY: 'American Horror Story': Five Things to Know About 'Coven'

"If you can make a title sequence that elicits an emotional reaction, that's a successful title sequence," Cooper says.

Coven stars Kathy Bates as Madame LaLurie, a Louisiana-born socialite and serial killer, and Jessica Lange as a witch named Fiona, with Sarah Paulson set to portray her daughter. The cast also includes Denis O'Hare, Emma Roberts, Angela Bassett, Patti LuPone, Gabourey Sidibe, Evan Peters, Taissa Farmiga, Frances Conroy, Lily Rabe and Alexandra Breckenridge.

Check out the behind-the-scenes video, exclusive to THR, above, and hit the comments with your thoughts.

Coven premieres in October. A specific date has just been announced.

E-mail: Lesley.Goldberg@THR.com

Twitter: @Snoodit