RIP Millennial Pink.
. The million-dollar advertising question, then, is why does red scream louder than pink? Colour theory -- a branch of the visual arts that in part studies the relationship between colours and humans -- can help us with this. The most famous treatise on red was written back in 1976 by neuropsychologist and philosopher Nicholas Humphrey. TitledHumphrey gave a myriad of reasons for red’s importance.
Trace this to contemporary aesthetics, and it’s the same story. Red is rife, Facebook's red notifications firing neurotransmitters like dopamine to get us clicking. YouTube, Tinder, Netflix, Instagram all burn brightly on our screen displays. Just Eat, Burger King, McDonalds and Five Guys all lure our saliva-stained lips, exploiting the fact that red increases our blood pressure. How? Well, increased blood pressure leads to increased appetite .
Styles have changed, for sure. It’s Flame Scarlet that we’re seeing more of these days, rather than lighter rose, block red or candy shades. It’s deeper, richer, a blend of carnelian and scarlet that doesn’t just ask you to pay attention, but to take note too. But it’s the substance behind the style that’s more interesting. There’s a pretty shared perception that our world right now is facing disaster.
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