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The color red has a powerful biological impact

In one study, participants given an IQ test with a red cover scored lower than those given the same test with a green or gray cover. The participants in the red group also avoided the more difficult questions altogether. They also positioned their body further away from the table. Red activates the prefrontal cortex, which is responsible for executive functioning. This is believed to divert cognitive power away from the other parts of the brain, causing us to act out of emotion at the expense of rational thought. This is why Target is all red. It reduces your ability to reason and suppresses the resistance to instant gratification. In another study, people exposed to red made more emotional and less healthy decisions. What this means: Use red where you want to drive behavior forward. It creates and excitatory effect. Red also works well with food. Avoid red in performance situations, like a quiz.

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