In the study of connections between color and emotions, the color red was perceived as both positive and negative. Red was seen as positive because it was associated with love and romance, but negative because it is also connected to violence, blood, Satan and evil. Finally, purple induced feelings of relaxation, happiness, sadness and tiredness, as well as power, fear, boredom, excitement and comfort. The positive reactions to purple were connected mainly to children and laughter.
A business owner or marketing department could assume from these findings that using red or purple is a risky venture. If the product your are packaging is associated with romantic love then red might be a suitable selection for bows, tags, ribbons or boxes. However if the item is purposed to relax or elicit a feeling of peacefulness, red may not be the best choice.
Purple is probably best used for products associated with fun, adventure and extravagance. Avoid purple when a product is for organization or is utilitarian, because purple is a recreational color sometimes associated with chaos or disorder, and spontaneity.
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