Red
Color is one of the most powerful forms of communication in the world, rich with cultural, historical and spiritual themes. Colors quickly convey emotions and meaning, both positive and negative. It can make or break a brand or campaign. When choosing color, thoughtful designers consider the reactions each color can evoke.
It would be impossible to cover every meaning, but here’s a start:
First up: RED.
In Western cultures, red is associated with passion in both positive and negative forms: love and war. The color of hearts and Valentine’s Day is also often used to alert us of danger with stop lights and delete buttons.
In Asian cultures it represents good fortune and joy and often prominent at weddings and celebrations.
From a health perspective, its the color of blood, vigor and life.
It is the first color babies perceive after black and white
In some tribal African customs and traditions it can represent the blood of ancestors and the ongoing struggle against repression and racism.
HISTORICALLY
Paleolithic tribes used it to bury their dead from protection from evil spirits
Egyptians used it to represent danger
Roman soldiers and gladiators wore red, representing courage. It was the color of Mars, the God of war.
Ancient Byzantines adopted it from Romans as a color of majesty and authority
Some Native American tribes consider it a color that transcends worlds, used red to call to ancestors in the spirit world.
SPIRITUALITY
Red symbolizes different things across spiritual traditions:
Buddhism = achievement, wisdom, virtue, fortune, dignity
Christianity = sacrifice, blood of Christ
Hinduism = root chakra, sexuality, love, energy
Islamic = life force
Judiasm = compassion, generosity, beauty
MARKETING
Red in fashion represents confidence and boldness.
Sale items are often advertised in red to get attention and express urgency.
Over 40% of fast food chains have harnessed red’s ability to increase our heart rate, blood pressure and appetite. Not only can it urge us to quick action, but it can make us hungry!
Common phrases using red include:
Red in the face = embarrassment
Seeing red = rage
Red flag = warning, danger
Being in the red = Debt, financial loss
Caught red handed = catching someone doing something wrong
Paint the town red = going out and partying
Red carpet treatment = treating someone like royalty
Red tape = excessive bureaucracy
This list just scratches the surface, but underscores the importance of really knowing your target audience. Its wise to understand cultural impacts of colors as we expand into an increasingly global society.