Connotations of Red: Where Do They Come From?
A wide range of symbolism associated with red can be explained by one single fact: red is the color of blood.
The color of red is commonly associated with (i) action, (ii) aggression, (iii) anger, (iv) courage, (v) danger, (vi) desire, (vii) determination, (viii) energy, (ix) heat, (x) love, (xi) lust, (xii) passion, and (xiii) power, according to my survey of the top four websites on color connotations (see my introductory article for the survey methodology).
Perhaps surprisingly, all these diverse connotations of red can be explained by one single fact: red is the color of blood.
Bleeding: Sign of Danger
If we see ourselves bleeding, we have to act immediately; otherwise we’ll die. Thus, we are ingrained to feel (v) danger when we see red. This can explain why a sign of danger is usually in red.
Red traffic light means that we will get hit by cars unless we stop moving.
A car’s tail lamps signal the danger due to the slowing-down vehicle in front of us.
Perhaps it’s also why we say “in the red” to refer to budget deficits. A company or your household finance is in danger.
An application in graphic design can be found in the map of World Press Freedom Index 2017. Those countries with press freedom in a “difficult situation” are colored in red, indicating the danger of falling into no freedom.
Bloodshed: Aggression and Power
Throughout much of the human history, people fought each other by killing enemies, resulting in the sight of bloodshed. Consequently, red symbolises (ii) aggression.
The winners emerging from the bloodshed would assume the position of authority, which explains why red signifies (xiii) power.
The noble people would therefore historically wear red garments: in the Roman Empire, red cloth was second in prestige only to the purple worn by the Emperor. In the Middle Ages and Renaissance, European kings and princes wore scarlet red clothes. Even today, the members of the House of Lords (the upper house parliament) in UK wear red gowns and seat on the scarlet benches at the opening ceremony:
For the flags of many African countries, red symbolises the blood spilt during their war of independence from Europeans, which turns into the symbol of national unity, an authority over multi-ethnic societies:
In East Asia, vermilion red ink, together with a seal, was used as a signature of those of high status.
And when powerful authority becomes too bureaucratic, we say red-tape.
Fight for faith
Bloodshed is something to avoid because we do not want to die. Historically, however, bloodshed was often inevitable to change the world for the better. Accepting the bloodshed as a consequence of one’s effort would consequently acquire the meaning of willpower, hence red as the symbol of (iv) courage and (vii) determination.
It explains the use of red flags by revolutionaries, especially left-wing political movements. Red flags became the symbol of communism since the Paris Commune of 1871:
Religiously, scarlet red (bright orangish red) is the color worn by Catholic cardinals, symbolising their willingness to die for their faith:
Militarily, the British Army adopted the red uniform (known as the red coat) in 1645, three years after the English Civil War broke out. It must have been a symbol of fighting for the state. We still see these uniforms worn by British soldiers at the Changing of the Guards in front of the Buckingham Palace in London:
Blood circulation: Excitement
When we feel excited, our heart beats faster to increase the rate of blood circulation. It can result in skin blushing: our face turns red when we get excited.
It is plausible that, for this reason, various emotions of excitement are associated with red: (iii) anger, (vi) desire, (x) love, (xi) lust, and (xii) passion.
Red as a symbol of love is well-known: red roses and other gifts wrapped in red are the common sight in St Valentine’s Day in the West.
Red as a symbol of lust is clearly shown at red-light districts:
Red as a symbol of anger, desire, and passion is taken full advantage of in the following advertisement to announce antiwar poster competition by Avant Garde magazine in 1967, the year in the middle of the Vietnam War:
Blood circulation is not only the source of our emotions but also of our body movement. It is no wonder why red symbolises (i) action and (viii) energy.
In a biblical scene after his resurrection, Jesus says, “Noli me tangere,” (a Latin phrase meaning “Don’t touch me”) to Mary Magdalene, who is advancing to touch him. In Christian art, Magdalene is often dressed in red to symbolise her activeness in this scene:
East Asian religious buildings were often painted with vermilion:
Vermilion was believed to repel evil spirits, perhaps because it prevents timber from being rotten. But it could also be its association with blood circulation, the source of energy to fight against diseases and natural disasters.
The association of red with (ix) heat may be due to the color of fire. However, it can also be explained by the fact that blood circulation heats up our body.
Applications in art and design
Even though the origin appears to be the same, that is, the color of blood, the connotations of red are very diverse: from danger and aggression to determination and love. Artists and designers take advantage of red’s multiple meanings.
Paul Rand, an American graphic designer, exploits the Christmas festive excitement of red as indicating the imminent aggression as well, for the cover of Direction magazine in December of 1940:
London’s traffic signages are often the target of graffiti artists. This one exploits the color of red both as the sign of danger and as the symbol of love:
