Let’s start with the distinction between approach and avoidance behavior is fundamental to the study of motivation. In the present research, we examine the link between the color red and approach- and avoidance-motivated behavior, with a particular focus on the moderating role of psychological context. Specifically, we test the hypothesis that exposure to the color red evokes both approach- and avoidance-motivated behavior within the same situation as a function of how that situation is contextualized. The color red can be a signal of danger, threat, and caution. In some primate species, red coloration on the face or chest signals dominance to potential opponents and is associated with avoidance or withdrawal behavior in co specifics. In humans, red has long been used as a marker of warning or caution (e.g., stop signs, sirens, the red ink used in grading; ) and it serves as an anger cue when viewed on the face or neck.