Political psychology about red

Red is a loud color. Red makes people excited and their pulse rise. A team of researchers measured the pulse rates of children age 7 by dividing them into two groups and sending one group into a red room and the other into a blue room. Children in the red room saw their pulse rise twenty times more than those in the blue room. Bullfighters in Spain wave red capes to excite spectators, not bulls. Many national flags use red since the color signifies superiority, sanctity and patriotism.

Charles the Great, ruler of the Holy Roman Empire, painted his palace and a Catholic church where his throne was set red. He did so to stress that the emperor was more powerful than the Pope. Red is the most noticeable of any color. Kings in Korea’s Joseon Dynasty (1392-1910) wore red royal robes and hats. Red signifies power and strength. People in the Far East tend to believe that red brings about wealth. Ruling Grand National Party chief Hong Joon-pyo apparently wears red neckties under this belief.

Rep. Na Kyung-won, the ruling party’s candidate for Seoul mayor, and Rep. Park Young-sun, Na`s opponent from the main opposition Democratic Party, appeared Wednesday wearing red jackets. Na used to wear blue clothing because blue is the ruling party’s color, but changed her style to prepare for the Oct. 26 mayoral by-election. Robin Givhan, a former fashion editor for The Washington Post, said a female politician’s attire corresponds to her political statement. In this sense, it is safe to say Na and Park expressed their determination to win the by-election by wearing red clothes. Fashion experts gave higher marks to Park’s jacket for looking soft than to Na’s formal jacket.

Red, however, does not always have positive images. Since blood is red, the color reminds one of death, anxiety and taboo. Ideologically, the Reds were targets to be overthrown since red means communism. People also feel uncomfortable wearing red clothes. Anchorwomen wear red clothing only on special days such as national holidays. This is because red prevents viewers from concentrating on the news. To win the by-election, Na and Park should compete against each other with policies and contents instead of with fashion and images.

Editorial Writer Chung Sung-hee (shchung@donga.com)