The Psychology of Color - Red.

At Flat 6 Concepts we deal with choosing colors everyday. We have to be careful how we use them and make sure they are appropriate for the client. We wanted to share with you a little insight behind some of the colors we use and how color affects humans psychologically. In this first of a series - we will briefly explore the qualities - effects and usage of each of the most common colors that you see and interact with everyday. First one up - Red

"When in doubt, make it red. If you're still in doubt, make it big." - Ivan Chermayeff

Ever wonder why fast food companies use the color red in their branding? The color activates your salivary glands, making you hungry while also tiring your eyes, which encourages you to eat a lot and leave quickly. And since the color red is the first color we notice , I would dare you to drive by a McDonalds without you or your child grabbing a glimpse. The color stimulates people to make quick decisions and that's why it's a popular color used on websites, and other mediums to impulsively make you click on that red "Buy Now" button. Red evokes intense emotions - passion being one of them. After all your Valentine's card would not be the same if it was any other color. Whether it is attention grabbing advertising, packaging or safety products, from Campbell's soup to fire extinguishers, and stop signs, the choice of the color red is not coincidental.

More on the color Red:

- Red makes people feel warm. Coffee will seem hotter in a red cup than a blue one.

- True red expresses excitement, speed, power , joy, danger and passion.

- Red attracts immediate attention and brings objects or images to the foreground

- Red is the first color you lose sight of at twilight and is not well seen at a great distance.

- Barn, claret and crimson reds are considered regal, exclusive and strong and have great appeal to men.

So the next time you are thinking of grabbing people's attention maybe a hint of red would do the trick.

Excerpts taken from The Complete Color Harmony, by Tina Sutton and Bride M Whelan, Rockport Publishers