The Hidden Power of Red

By Megan Fraser

According to a recent BBC article, colour psychologists claims that red can profoundly impact our mood, perceptions and actions.  What is it that makes it so powerful?

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  An evolutionary function?

  http://www.bbc.com/future/story/20140827-how-the-colour-red-warps-the-mind

  "Red skin – caused by blood pumping near the surface of the skin – is an important sign of dominance for many primates."  Mandril monkeys' place in their hierarchy is signalled by their red markings.

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  Associations of dominance

  http://www.bbc.com/future/story/20140827-how-the-colour-red-warps-the-mind

  This association may carry over into human life.  Whether because they feel more powerful, or they intimidate others, athletes in red are perhaps 5% more likely to win than their competitors in blue. 

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  Implied authority

  http://www.bbc.com/future/story/20140827-how-the-colour-red-warps-the-mind

  "Red clothes might also help you to perform better in an interview. Some fashion experts suggest red ties project authority and dominance in the workplace."

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  Subconscious intimidation

  http://www.bbc.com/future/story/20140827-how-the-colour-red-warps-the-mind

  But this sense of authority can also backfire.  "In the exam hall...people perform worse on cognitive tests if they are given to the participant in a red cover slip." 

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  ...and scarlet can seduce.

  http://www.bbc.com/future/story/20140827-how-the-colour-red-warps-the-mind

  Red has also long been associated with desire, seduction and sin.  In fact, "a string of experiments...have all confirmed that men and women are both rated as being more attractive when wearing red." 

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  Take this with a pinch of (red) salt...

  http://www.bbc.com/future/story/20140827-how-the-colour-red-warps-the-mind

  "The psychologists still need to replicate their results and investigate exactly when the different effects occur, so that we can be sure that the early findings aren’t just red [!] herrings!"