THE COLOUR RED

MEANING

Red, the colour of blood and fire, is associated with meanings of love, passion, heat, romance, strength, leadership, courage, rage, anger, danger, malice, vibrance, and determination.

Red is assertive, daring, determined, energetic, powerful, enthusiastic, impulsive, exciting, and aggressive.

Studies show that the colour red can create physical effects such as elevated blood pressure, increased respiratory rates, enhanced metabolism, increased enthusiasm, higher levels of energy, and increased confidence.

HISTORY

Scientists have found evidence that over 40,000 years ago, Stone Age hunters and gatherers ground up red clay to make body paint.  Red was also used in pre-historic art. Caves across the world, from Africa to Asia to Europe, bear traces made during the Paleolithic era. Drawings of animals, vessels, and people were made from painting red ochre on the cave walls.

Red is symbolic of war through the ages. In Roman mythology, it was associated with blood, of course, and courage. It was the colour of the god of war, Mars – and the colour of the army. Roman soldiers wore red tunics, and  gladiators were adorned in red. Generals wore a scarlet cloak, and to celebrate victories would have their bodies painted entirely in red. Brides at a Roman wedding wore a red shawl; whilst red is the colour of blood, blood was viewed not just as a symbol of death but of life – of fertility and love.

Through the Middle Ages, red was utterly dominant. The emperor Charlemagne painted his palace red and wore red shoes. In Christian art, it represented the blood of Christ and of Christian martyrs – and became (as it still is) the colour worn by Catholic cardinals.

From the 16th century, a new way of making red appeared in Europe, from cochineal beetles imported by Spanish merchants from the new world.

In China, brides still wear red wedding gowns - red in their culture has always symbolised good fortune and joy.  Chinese brides also walk down a red carpet. Whilst today we think of the red carpet as synonymous with the film industry, the earliest reference to walking down a red carpet is said to be in the work of Aeschylus, from 458BC - when the eponymous hero Agamemnon returns from Troy, he is greeted by his wife Clytemnestra, who offers him a red path to walk upon.

Today the colour red has positive and negative associations. We think of vitality, the life-giving power of blood, and helping people in need (think Red Cross.) We give red roses when we’re in love and call outstanding experiences "red letter days." Red is also associated with luxury - a red Ferrari or the soles of Louboutin shoes.

However, red is also affiliated with notions of violence, danger, and anger. Matadors use red capes not to attract the attention of the bulls they fight (since bulls are colour blind,) but rather to hide the bloodstains of their gory sport. Red tells you when to stop, red flags indicate when something’s wrong and the colour is also associated with financial loss.

With Christmas approaching we should also mention the link of red with the festive season

Ancient Celtic peoples revered red- and green-coloured holly plants for being evergreen and believed holly was meant to keep Earth beautiful during the dead of winter. Therefore, when they and other cultures celebrated the winter solstice, they decorated their homes with holly to bring protection and good luck to their families in the coming year.

In more modern culture, Haddon Sunblom also linked Christmas with red when he was hired to draw a Santa Claus for Coca-Cola’s adverts. Until that point, artistic renditions of Santa were never consistent. He was usually a thin-looking guy, and his robes varied between blue, green, and red. Sundblom chose to make him fat and jolly, wearing red robes (and, interestingly enough, the same colour as the Coke logo). Sundblom’s Santa debuted in 1931 in Coke ads.

RED AND BRANDING

Red has been shown to reduce analytical thinking — it speeds up and intensifies our reactions; a clear reason for sale prices to be in red.

Red is known to trigger appetite and is frequently used by food brands – most notably fast-food brands.

It can also convey energy and adventure – think Virgin, Red Bull and Ferrari.