The power of red

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Like most teenagers in suburbia I took a driver’s education class shortly after I earned my learner’s permit. Though I picked up critical driving tips, and got plenty of practice in the driver’s seat, one of the most interesting facts I learned concerned car insurance and the color red. According to my teacher, drivers with red cars had to pay higher insurance rates. Apparently this was due to the fact that people in red cars were more likely to speed. I’ve since learned that the relationship between red and speeding is actually a pervasive urban legend. Nevertheless, it piqued my interest in the association between color and behavior. Though red might not be associated with speeding, it has been found to relate to a variety of psychological processes and outcomes in both humans and non-human primates including dominance, competitive sports outcomes, achievement, and sexual attraction.

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