For example, let's evaluate a common color psychology claim that "red subconsciously evokes danger," maybe because blood is red and red signals and red stop signs and video games flash red when you have low health. Sounds convincing... But is this still the case in China, quite possibly the largest consumer market for video games in the world, where red often signifies good luck, fortune, prosperity, and joy? And what exactly does red convey to the 8% of European men who have red-green color blindness? When farmers paint a barn red, are they trying to convey danger or intensity?