Seeing Red Monday, November 10, 2014

It’s perhaps the most manipulative colour. Red transforms your behaviour without you realising, from the workplace to your love life.

Red is linked with power, aggression, and sex – from the British Queen’s royal regalia to the neon of Amsterdam’s red–light district.

It represents both power and courage, think of the red carpet for celebrities and VIPs. Red’s association with courage and bravery makes it a color that is used often in national flags, on shields, and in achievement patches.

So what are the pros and cons of using such dominant colour when branding a product or service?

There are many global businesses that use red to their advantage, its bright, its eye catching and it usually ticks most of these attributes:

  • Power
  • Anti establishment
  • Passion/excitement
  • Love
  • Intensity
  • Youth

Due to its high visibility pigment it is able to focus our attention and get people to make quick decisions, which is one of the reasons fire trucks are usually painted red. Flashing red lights mean danger or emergency, while stop signs the world-over all use the color red to alert drivers about intersection.

But these attributes can easily turn to various negatives, which you might not want associated with your brand

  • Danger or warning
  • Anxiety
  • Anger (war, violence)
  • Stress

Take a moment to see where your brand fits into the colour spectrum and who are your colour companions?

See you December.