Psychologists who have researched the color red agree that most people associate it with danger. This might be a general connection our brain is wired to make, or we might have learned the association between red and danger from touching that red-hot stove our mother warned us about when we were six.
Besides our brain associates red with danger, but there are a few other surprising facts about the way red makes us act. For example, if you are a woman, wearing red can benefit you in that it increases the physical and sexual attractiveness of women. A study conducted in 2012 found that waitresses who wore red were tipped between 14.6 and 26.1% percent more by men compared to those wearing other colors.
Other than raising your level of attractiveness, red can create an increase reaction’s speed and strength. A study conducted at the University of Rochester found that when humans see red, their reactions become more forceful. However, red can also affect your reactions negatively. The study also found that red increases anxiety levels, so an athlete who is competing against someone who is wearing red tends to lose, and a student who is exposed to red before an exam performs worse.
**TIP: Lastly, if you have ever sold or will ever sell anything on eBay, listen up: Place your item in front of a red background if you are putting it up for auction. Researchers at the University of Chicago found that consumers tend to be more aggressive in online auctions when the objects they are bidding for are placed in front of the color red.  Red is known to increase aggression, so consumers are more likely to bid higher amounts this way. On the other hand, if you aren’t going to place your item up for auction and are instead going with the “Buy It Now” option, avoid red at all costs. Researchers found that consumers were less likely to buy the object (without negotiating) when the background was red.