In using red in business, you need to understand the traits, qualities and mood of the color. To begin with, red is a warm and positive color, a very physical color which draws attention to itself and calls for action to be taken.

In color psychology red means energy, passion, action, strength and excitement.

It stimulates the physical senses such as the appetite, lust and sexual passion. Although it is often used to express love, it really relates more to sexual passion and lust whereas pink relates more to romantic love.

Red represents masculine energy, whereas its softer version, pink, is associated with feminine energy.

A universal sign of danger and warning, this is a color that can also show and create aggressiveness and anger, particularly if used to excess in the wrong applications.

Physiologically, it stimulates and energizes the physical body, including the nerves and the circulation of blood, raising blood pressure and heart rate. It is stimulating to the appetite and therefore a great color to use for any product associated with food and its service, including restaurants and take-away businesses.

It excites and motivates but in excess it can cause anxiety and tiredness. It also has negative connotations associated with blood, war and violence.

The color which most complements and balances red is turquoise, although green or blue will also create balance.