Feeling like you need a little more creativity? Imagination? Want to inspire more positive and proactive suggestions? Or just hang on to your party guests a little longer? Then blue is for you according to researchers at the University of British Columbia and the University of Michigan.

On the other hand, if you want to be perceived as more attractive, to increase your edge in a close competition, or boost your accuracy in proofreading that document you’re about to post, you’re better off seeing red.

Our associations with color are real. Restaurants, retailers and even your local police station’s drunk tank often take advantage of the moods and mind sets they can provoke. If you want to provoke a little of your own color on life, read about the latest research from Pam Belluck in the NY Times.