By Dr. Gerard Muraida
Valentine’s Day evolved from a Roman fertility festival, later reshaped by Christian martyr traditions and evolved to become a celebration of romantic love during the Middle Ages. Many years later, we now have a much different celebration of this day.
Christian legend states that a Roman priest, Valentine, who secretly performed marriages for soldiers forbidden to marry under the law of Emperor Claudius II, was imprisoned and executed on February 14. Over time, his martyrdom became associated with devotion, sacrifice, and love. Pope Gelasius 1 declared February 14 as St. Valentine’s Day attempting to Christianize this observation. This was still a religious commemoration, not a romantic celebration, let alone a commercial one.
The romantic connection emerged in the Middle Ages, especially in 14th-century England and France. Poet Geoffrey Chaucer helped popularize the idea that birds chose their mates in mid-February, linking February 14 with courtly love. From there, people began exchanging love notes and love poems.
Courtly love poetry often described lovers with flushed cheeks or “burning hearts,” and red was associated with blood and the heart, believed to be the seat of emotion. By the 19th century, red became firmly embedded in Valentine’s Day imagery. The Victorians popularized mass-produced Valentine cards, red hearts, red roses, and tied this to the myth of Venus, the Roman goddess of love.
One might ask why red and not some other color to be associated with love and romance?
Throughout history, red has remained one of the most emotionally charged colors. From prehistoric rituals to modern symbols, red’s meaning has evolved but never lost intensity. The enduring power of red lies in its deep connection to the human body, emotion, and survival itself.
Red was likely the first color used by humans. Archaeological evidence shows that prehistoric people used red ochre found in iron-rich clay as 100,000 years ago. It was used in cave paintings, body decoration, burials, and rituals. Because red resembled blood and fire, it quickly became associated with life, survival, power, and danger.
Red is a high-arousal color, meaning it stimulates the nervous system. When people see red, the brain often responds with increased heart rate, blood pressure, and respiration. This happens because red is associated with signals of importance or urgency—such as bleeding or fire. The brain “sees” red as a cue to pay attention. Neuroimaging and behavioral studies have shown that red can activate areas of the brain involved in alertness and threat detection, including parts of the amygdala.
Overall, red is a powerful color that stimulates the brain, heightens emotion, and influences behavior. It tends to increase arousal and intensity, making emotions—both positive and negative—feel stronger. Because of this, red is used strategically in design, marketing, and communication to capture attention and provoke emotional responses.
Red can influence behavior in subtle ways. Studies suggest that seeing red before a test or competition may impair analytical performance by increasing pressure and fear of failure. On the other hand, in physical tasks or competitive sports, red has been linked to increased dominance and perceived strength, making people feel more powerful or dominant. Red can also create feelings of anger and aggression. Of course, red can increase excitement and passion, which is why it is associated with love and romance.
In the modern world, red continues to carry strong symbolic weight. It is used in warning signs, flags, advertising, and political movements because it grabs attention and evokes urgency or passion. Red has symbolized revolution, love, danger, and power—sometimes all at once.
Other cultures appreciate red differently. In China, red represents luck, joy, prosperity, and celebration. Red has been used in weddings, festivals, and imperial ceremonies. Unlike in many Western traditions, red in Chinese culture symbolizes happiness rather than danger.
No matter how red appears in your life – as love, luck, wealth, power or warning – recognize the brain–heart connection and pause for a moment. It is always better to respond than to react.
