Seeing Red — The Color

While we’re constantly reminded of the escalating changes all around us, one thing we can depend on is color and its use in marketing. Red has the most intense psychological and cultural associations. Additionally, the illusory properties of red can be relied upon in most any design application.

Red is known to stimulate the nervous system. It is directly associated with danger, passion, anger, fire, blood or even body parts, such as the lips. Recent color research determined red to be a favorite color among males because of the hot-blooded sexy image of red lipstick.

You probably remember these catchphrases: “to see red” when in a fit of anger blood rushes behind the eyes; “paint the town red” is to have a riotous time; “caught red-handed” with the blood of a crime still on your hands; “roll out the red carpet” associated with regal treatment. Such phrases aren’t part of contemporary vernacular, but the same psychological associations are still used in marketing.

The use of red with other colors for packaging is psychologically effective at various levels. As a high-profile color it attracts attention while creating an illusory effect of advancing toward the buyer. Red creates an aura of activity and energy, attracting all ages and both sexes. That’s why you find red on many energy drinks. Red Bull is a brand that does a good job of visually appealing to a broad demographic by using red/blue/silver (the aluminum finish of the can to convey a sense of energy and high performance) compared to other energy drinks that use colors geared towards a thrill-seeking, hyperactive youth culture. Other than energy drinks the psychological associations for red in packaging are limited. Cherries, apples, lobsters and Tabasco are about it. For the most part, red is used for its shelf presence.

Advertising, editorial design, posters, and brochures take advantage of a broader emotional and cultural communication value of red. Here are current examples of red in advertising:

1) Red's strong association with heat makes an intense point in the ad for Gatorade.

2) As a danger signal red is used on road signs and is equally effective in the Hasboro parking lot sign.

3) Red is used a lot in heart-breaking PETA advertising, so it is refreshing to see a little humor in this ad for Organic Valley milk.

4 & 5) Here we have the thrill of sport directed to different demographic audiences.

The next four examples use red for it's sexual association.

6) Could you get more obvious then the ad for Bud Light?

7) Poster for Yee-Haw Industries inflatable toy.

8) Cover for a New York City Plakat Journal.

9) Ad for a Russian underwear company.

Different cultures may have their own interpretations of color, but there are some associations that are universal. Red is always connected with heat, blood, emotion and danger.

10) A Serbia design illustrating Londons underground terror attacks.

11) An Iranian poster.

Then there's the fear factor

12) Spread from Scenario, a New England magazine.

I hope you enjoyed these advertising and packaging examples. You also might enjoy our article on Imagery in Package Design