Why are we so attracted to red?

We will never know what our ancestors thought thousands of years ago, when we first picked up natural crayons and started painting their bodies.

But perhaps what is significant is that they chose a deep red ocher: the color of our blood and a vivid reminder of life and death.

Today, scarlet hues are associated with power, aggression and sex: from the vermilion of the royal symbols of the Queen of England to the flashy neon lights of Amsterdam’s red light district.

And those associations may not be a coincidence. A new branch of science called “color psychology” has found that red can have a profound effect on our moods, perceptions, and actions.