The Psychology of Red
- kmunn87
- Oct 13
- 4 min read
Red isn’t subtle. It’s bold, emotional, and impossible to ignore and there’s real science behind why it has such an impact. From our bodies to our brains, red grabs attention, stirs feeling, and influences behaviour.
RED AND HUMAN VISION
First colour we notice: Babies can detect red before any other colour, usually around 2–3 months old. It has the longest wavelength of visible light (around 620–750 nanometres), which makes it one of the most striking to the human eye.
Why it stands out: Longer wavelengths scatter less in the atmosphere, which is why red is visible from further away and thats why brake lights, fire engines, and warning signs are all red.
Great in the dark: Our eyes are more sensitive to red light in low-light conditions. Thats why theatres and cinemas use red curtains, carpets, and seats. the colour is visible without being harsh on the eyes.
RED AND THE BRAIN
Physiological arousal: Seeing red activates the sympathetic nervous system — the “fight or flight” response. Heart rate, blood pressure, and respiration can increase.
Cognitive performance: Research published in Science (2007) showed that students exposed to the colour red before an exam performed worse on average. The brain seems to link red with errors or failure, likely an evolutionary response to danger cues.
Decision making: Red lighting or surroundings push people towards detail-oriented, analytical tasks, while cooler colours (like blue) foster creativity and big-picture thinking.
EVOLUTIONARY ROOTS
Survival signals: In nature, red often signals danger (poisonous berries, warning markings on insects, blood). Our brains are wired to pay attention.
Mate attraction: In many primates, red is a sexual signal. Female baboons, for example, display red skin when fertile.
Attractiveness: People wearing red are often perceived as more attractive. Studies even show men are more generous towards women in red clothing.
RED AND PERFORMANCE
Sports advantage: A University of Durham study found athletes in red won more often in Olympic combat sports. The effect is thought to be partly psychological (intimidation) and partly physiological (boosted confidence).
Strength and stamina: Small studies suggest people may exert more physical effort in red environments compared to blue or green ones.
ART & CREATVITY
In Renaissance painting, red was often used to draw focus. The Virgin Mary is frequently depicted wearing red robes, symbolising passion, love, and sacrifice.
Famous reds like Vermilion (made from cinnabar) and Carmine (from cochineal insects) were highly prized. Painters would pay fortunes for these pigments, and they were often reserved for the most important parts of a painting.
EVERYDAY IMPACTS
Appetite: Red dining spaces and packaging can make food seem more appealing and encourage quicker eating.
Perception of time: People in red environments often perceive time as moving faster than it actually is.
ROYALTY & POWER
In Europe, red was a symbol of wealth and power because the dyes were expensive. The deep reds from cochineal insects or madder root could only be afforded by kings, queens, and the nobility.
Cardinals in the Catholic Church wear red robes to signify their power, status, and willingness to defend the faith even to the point of martyrdom.
REVOLUTIONS AND POLITICS
Red has long been a colour of revolution and defiance. Think of the Red Flag used in the French Revolution and later by socialist and communist movements worldwide.
The British “Redcoats” got their nickname from their iconic red military uniforms. The colour made soldiers visible on the battlefield and symbolised authority.
RED AROUND THE WORLD
In China, red has symbolised luck, happiness, and prosperity for thousands of years. Red is the colour of festivals, weddings, and New Year celebrations.
In India, red is linked to marriage, fertility, and purity. Brides traditionally wear red sarees or bindis.
In Ancient Egypt, red represented life and victory but could also signify anger or chaos, showing its dual nature even in early symbolism.
In Russia, the word for red (krasny) shares roots with the word beautiful.
RED IN WEBSITE DESIGN AND BRANDING
The urgency factor: Red creates an immediate sense of urgency that translates perfectly to digital environments. Some studies show that red call-to-action buttons can increase conversion rates by up to 21% compared to green buttons (I personally think size, placement and wording contributes more to button conversion, but hey).
Brand personality alignment: Not every business should embrace red. Tech companies often avoid it because red can signal instability or errors (think of all those red error messages). But for restaurants, entertainment venues, fitness brands, and retail businesses, red can be transformational.
Strategic placement matters:
Navigation and buttons: Use red for your most important actions. "Buy Now," "Book Today," "Sign Up" buttons in red leverage that natural urgency response.
Sale prices and offers: Red immediately signals value and limited-time deals. Our brains are trained to associate red with discounts and special offers.
Accent colours: Even if red isn't your primary brand colour, using it strategically can guide user behaviour without overwhelming your design.
SUBSCRIBE & FOLLOW
Ready to make your content more brain-friendly? Follow me, on Facebook and LinkedIn or sign up to my blog for more web design psychology tips and tricks from a Squarespace and Wix web designer.
ABOUT THE AUTHOR
Written by Katie Di Feliciantonio at Made by Katie, a Surrey-based Wix and Squarespace web design studio.
I work with charities and small businesses, offering tailored packages to suit your needs: Mini Websites for a fast, affordable online presence, Bespoke Website Builds for a fully custom website, and Page Makeovers to refresh and optimise your existing site.
