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Qing-Feng Steamed Dumpling Shop. Daniang Dumpling. McDonald’s. What do these companies have in common?

Well, besides all being fast food chains, their logos are all red. And it’s not a coincidence. Color is one of the many that companies use to connect with customers. And if fast food wasn’t hard enough, those red logos might make it even harder to ignore.

The average human can see ten million colors, but red is special. It’s one of the first colors our ancient ancestors thought important enough to name. Early human languages were uncolorful. There were words for “black” and “white” and “red” but not much else.

As a result, we have a deeper connection to red than any other color and we react to it in certain ways that actually play to fast food companies’ advantage. For starters, researchers have found that red can cause a sense of urgency. On top of that, it also has an ability to whet (刺激) our appetites. And when you pair those two together, you’ve got the perfect recipe to attract hungry customers who want food, fast.

So the red logo isn’t just a welcoming sign. It’s a seduction (诱惑) for your brain. Now, it’s unclear why red makes us feel this way. But perhaps it has something to do with where the word comes from. Many ancient languages first named red from their word for “blood”. But red’s bloody beginning has transformed. During medieval times, for example, red was worn by royals as a status symbol. And today, brides in many parts of India are married in red dress.

In fact, red is one of the few colors today that cultures all over the world view positively. And it’s no wonder companies attach so much importance to their logos. After all, we’re a visual species. Despite having five senses, 80% of the information our brains process on a daily basis comes from our eyes. And according to marketing company WebPageFX, nearly 85% of consumers say the main reason they choose one product over the other is color.

Just think what McDonald’s would look like in blue, green, or pink! It’s just not the same, right?