What Does Red Mean? Uncovering the Passion of Red

Some might wonder: Is red really that influential? Yes, folks often spot it first among many hues. Even small sprinklings of red can grab eyeballs. Throughout history, societies saw red as a color of passion, rebellion, or even danger. Let’s uncover deeper layers of this bold color.

Introduction

Have you ever glanced at a bright red stop sign and felt a spark of caution? Or gazed upon a glossy red apple and tasted its sweetness with your eyes before biting? Red dares you to pause and notice it. People from various backgrounds connect red with emotion, action, and spirit in ways that might surprise you. This bold hue draws on primal feelings that humans, no matter where they roam, seem to share.

But how can red possibly mean so many things? What if you want to harness its power in your designs, your wardrobe, or your home? Might you risk overdoing it? There’s a sweet spot between going too hot and staying too dull. If you get it right, red can elevate a brand’s identity, push a marketing message, and shift how a person interprets an event. If you get it wrong, it might distract or even unsettle viewers.

We’re going to explore 14 areas where the color red shows its character. In each area, we’ll reveal practical tips, cunning ideas, and curious questions. We’ll also share small, real-world examples and some minor stumbles in grammar—like how a normal person might talk in everyday life.

Relax, and let’s jump straight into the vibrant world of red, a color that refuses to stand quietly in the background.

Symbolism & Personality Traits of Red

Red can appear fearless yet gentle, strong yet welcoming. People often see red as a reflection of resilience, ready to bounce back when challenges arise. It carries a vibrancy that calls out, “I’m here, notice me!” At times, red also feels like warmth in a cold space, hugging you with an almost cozy sincerity. Others might remark, “Does red have a quiet side?” Indeed, a subdued red can evoke calmness or even a strange depth that invites pondering.

Red can stand for reliability, especially when it stands as a classic choice in formal wear or signage—like a centuries-old tradition still carried on. It can exude elegance or sophistication when paired with gentle neutrals, or slip into wild spontaneity if used in unexpected combos. A creative mind often sees red as a muse. The color can spark innovation and creativity, letting ideas swirl without boundaries. Some say, “Red can’t be restful,” but in certain designs, it can soothe, especially in small doses that bring balance or tranquility.

When red shows its passion, it reminds people of romance, devotion, or zeal for a cause. Suddenly, that energy morphs into confidence—like a bold red tie at a big meeting. Others might see a subtle red accent as a sign of authenticity, a color that stands strong and real. Red’s aura can whisper mystery, an allure that leaves you guessing what hidden story lies beneath. In ways, it also shares optimism; a bright red sunrise hints that a fresh day is here, brimming with promise. Red’s charm and allure come from its boldness—its ability to hold the spotlight without guilt.

Some folks link red with wisdom in older traditions—symbolizing knowledge or leadership. Add a dash of energy and you get unstoppable determination. Depth and dynamism? Red has both in spades. Its layers can shift from blazing scarlet to a deep burgundy, each hue reflecting a different character—maybe a bit more subdued or more flamboyant. If you’re uncertain which side of red speaks to you, that’s the fun part. Red’s clarity emerges when it’s used with intention, shining bright amid neutral tones.

The Heart of Red

Red’s Emotional Core

What does red do for emotions? Many folks see it as the color of strong passion, whether that’s sweet love or fiery wrath. As a universal color meaning, red often signals heightened awareness and a rush of adrenaline. People might whisper, “Oh, that red feels so intense!” They’re not just imagining it. Experts in color psychology research often link red with energy. Even so, red’s not always about aggression. Some cultures hail red as the mark of good fortune and joy.

Undeniable Boldness

Does red ever shy away from attention? Rarely. Even in a muted form, red stands out. In design color meanings, red’s used to catch eyes, push sales, and highlight must-see info. This color leaps up and waves at you, shouting, “Look here!” Imagine a row of pastel shapes with a single red circle in the center. Our gaze lands on that circle, right? That’s the power of red’s bold identity.

A Universal Symbol

Why does red’s significance stretch from East to West? It might be that, in nature, red screams alert—like a red berry that’s either ripe or risky, or a red bloom that signals pollinators. People across continents grew to associate red with strong messages. Over many centuries, red has served as a banner for revolution, a color for romance, and a sign of vitality. The meaning behind color choices often rests in shared cultural narratives, and red has countless stories to tell.

Red in Everyday Design

Highlighting Important Elements

In user interfaces, designers might use a bright red button to prompt a key action: “Buy Now,” “Start Free Trial,” or “Submit.” That’s because color impact in design gets a jolt with red. People see it as urgent. If you place a red button among gray or blue text, it pops. It begs for a click. Some might ask, “But won’t that annoy people?” Possibly, if overused. A single red accent can help nudge behavior. If it’s plastered all over, though, it loses potency.

Enhancing Brand Identity

Brands like Coca-Cola lean on red to represent excitement or joy. The color red becomes part of a visual identity. It fosters recognition. Is that enough reason to pick red for your brand? Maybe, but think carefully. Large brands often test how red resonates with their audience. Some prefer a warm color symbolism approach, linking red to comfort or energy. Others want a cooler vibe, so they pick calmer hues. Red offers a hot brand persona, but not everyone wants to blaze with that level of intensity.

Balancing Vibrancy and Restraint

People often wonder, “Is there a risk that red might overshadow everything?” That depends on the dose. A well-balanced design might use red sparingly: maybe in just the logo or a few icons. Red can guide the eye, but it can also scream too loudly. The best approach is sprinkling red in places that matter. Then, the rest of the design can breathe. A bright red heading over a neutral background shouts out your main message, while letting subtext remain calm.

Cultural Color Meanings of Red

Red as a Festive Hue

In some cultures, red dresses up major celebrations. For instance, certain regions celebrate weddings with bright red attire, symbolizing prosperity or joy. People might see it as a sign of good health, fertility, or strong community ties. On the other hand, some Western cultures may view red wedding gowns as rebellious. It’s intriguing how red’s cultural color meanings can shift from one place to another.

Red in Historical Traditions

Have you ever visited an ancient temple draped with red banners or flags? Historical societies recognized red as a color with strong connotations of power. Even royal families and leaders used red to highlight status or leadership. They might have used red on coats or sashes. Why that color? Possibly because red pigments were once rare and expensive. That rarity made red prized and prestigious, shaping how communities assigned meaning to it.

Modern Mix of Interpretations

Today, you see red in everything from sports uniforms to fast-food chains. Yet, the deeper color symbolism remains. Some folks use red in protest marches. Some wear it for holidays or special events, while others might simply find it chic. The array of uses can be mind-boggling. One group sees red as a sign of respect; another sees it as rowdy. But that’s the charm of red—it’s flexible and can speak many tongues at once.

The Science Behind Red’s Visibility

Red’s Wavelength

Many wonder, Why does red seem so bright? Part of it has to do with its wavelength in the visible spectrum. Red has a longer wavelength compared to purple or blue. Our eyes interpret this longer wavelength as a vivid color that draws focus. Some scientific studies on color show that red is the last color we lose sight of at great distances. That’s why warning signs often rely on red, to ensure maximum visibility.

Impact on Perception

If you stare at a red rectangle for a while, you might notice an afterimage when you shift your gaze. This phenomenon shows how strongly our visual system reacts to red. In emotional color meanings, that lingering effect can tie into why folks link red with intense feelings. Maybe it lingers in our minds just like it does on our retinas.

Lighting Conditions and Red

Natural or artificial lighting affects how red appears. In bright daylight, red can look almost electrifying. In a dim environment, red might deepen into a darker crimson. Have you ever tried to read red text on a black background in low light? It can be tricky. So, color connotations can shift with lighting. For instance, red might look cheerful in broad sunlight, but ominous in a shadowy room.

Red in Nature’s Palette

Flowers and Fruit

Nature’s color meanings for red often revolve around attraction. Red roses lure pollinators, while red fruits like strawberries or cherries shout, “I’m ripe!” People interpret these signals almost instinctively. If you come upon a bright-red strawberry, you assume it’s sweet and ready to devour. But some bright red berries are toxic. So that color can also caution us to stay away.

Red Animals

Have you seen a cardinal perched on a branch or a red poison dart frog? These creatures brandish red as a warning or a dazzling show. That calls attention from mates or rivals. We humans sometimes mirror nature’s tactic in color branding. We use red to stand out in a crowd. The meaning behind color choices in nature often influences how we humans use red for expression.

Seasonal Changes

In autumn, leaves turn red or orange, signifying a dramatic shift in nature’s cycle. This transformation can evoke emotions. People might see the red leaves as a symbol of letting go or preparing for winter. Some stand in awe at the fiery trees. So, red’s role in nature extends beyond fruit and flowers. It also marks transitions, reminding us that red can represent change and impermanence.

Using Red in Marketing

Grabbing Attention

In color marketing, red is a champion at seizing attention. Fast-food outlets often paint their logos red to grab hungry eyes. Sale banners drench in red to highlight deals. Some might ask: Is that too cliché? Maybe, but it works. Psychologically, many folks react faster to red. They might read that flyer, click that ad, or step closer to that display. However, overuse can cause fatigue.

Evoking Urgency

Think of a countdown timer set against a red background. That color association suggests time-sensitive deals or offers. People might act quicker. The sense of “Act now, or miss out!” arises. But you must be careful: if everything is marked urgent, eventually consumers ignore it. Red’s psychological color analysis points to an emotional push, but that push should be balanced with honest messaging.

Splitting Tests and Results

Marketers sometimes perform A/B tests comparing a red button vs. a green button on a landing page. They measure conversions. In many cases, the red button outperforms. Why? Because red signals immediate action. Still, results can vary by audience. If your site’s main color is red, a green button might stand out more. So, test to see if red truly suits your scenario, rather than relying on a one-size-fits-all formula.

Red in Branding and Identity

Consistency in Visuals

Brand kits often specify exact red hex codes or Pantone references. This helps create a consistent identity. Think about how Netflix or YouTube uses red in their logos. That continuity cements brand recognition. People see the red play-button shape and instantly recall the brand. If you keep flipping your reds—sometimes bright, sometimes dull—then you lose that uniform effect.

Powerful First Impressions

If you’re launching a new product with a red label, it might demand attention on the shelf. Consumers might pick it up first, curious about the item’s bold packaging. That initial impression can lead to interest, which leads to sales. But what if your competition also uses red? Then you need unique design elements, like distinct typography or shapes, so your brand doesn’t blend in. A color alone rarely stands out if many brands use it.

Balancing Other Hues

When red appears alongside navy or black, it can appear even more dramatic. When paired with pastels, red can look playful. In color palette meanings, combining colors sets a mood. If your brand wants to seem youthful, pair red with soft pinks or corals. If you want a strong, authoritative vibe, pair red with black or metallics. Pick carefully to keep your brand’s essence intact.

Red in Interior Design

Accent Walls

One big question: Does painting an entire room red make sense? For some, that might feel overwhelming. But a single accent wall painted a deep crimson can add warmth and drama. People might step into that space and feel an immediate mood lift or surge of energy. In interior design color meanings, red accents can be used to highlight a feature like a fireplace or a decorative niche.

Furniture and Decor

Don’t want to paint your walls? You can add red through furniture or accessories. A red sofa in a living room can become the focal point. Or a row of red barstools in a kitchen might spark lively conversation. You might slip up in your speech and say, “That red couch just kinda popps out,” and yes, it does. But if every piece is red, it can overload the senses.

Harmonizing with Neutrals

Neutral backdrops—like beige, gray, or cream—help red shine without clashing. People who worry about red feeling too loud can anchor their space with calmer tones. Then, layer red through pillows, rugs, or small decor items. That approach lets you swap out those pieces if you tire of red’s intensity. It’s a practical, flexible way to enjoy red’s boldness without committing to a fully red environment.

Red in Fashion

Making a Statement

Have you ever worn a red coat and found more heads turning your way? Red often announces presence. If you’re heading to a gathering or event, a red garment might stand out in a sea of black suits. Some folks shy away from red because they worry it’s too loud. But that’s also its charm. In color interpretations within fashion, red can telegraph confidence.

Accessories and Details

Not ready for a full red outfit? A red handbag, red tie, or red shoes can serve as a punch of color. People might notice that detail more than the rest of your ensemble. These bits of red can also hint at fun or flair. If you’re worried about being too formal, add a tiny red lapel pin to show personality.

Cultural Symbolism in Clothing

In many Eastern settings, red clothing is preferred for joyous events. Meanwhile, some Western contexts reserve red for more daring or festive appearances, like red gowns on red carpets. That duality underscores color’s connotations. Red can be celebratory in some places, bold or flashy in others. It’s wise to consider local customs and personal comfort when wearing red.

Red in Art and Creative Expression

Layered Symbolic Colors

Artists often use red to represent strong emotion. A painter might add red brushstrokes in the midst of cooler tones to highlight a subject’s inner turmoil or passion. Others might use red sparingly to create tension within a composition. The color’s ability to represent life, death, love, or chaos makes it a frequent choice for big statements in art. In color storytelling, red becomes a character on the canvas.

Emotional Palette

Red can evoke visceral reactions. Some folks stare at a painting with large red areas and feel unsettled, while others feel inspired. That emotional push is exactly why artists love it. They can rely on red’s universal color meanings to spark conversation. Have you ever looked at a painting’s bright red slash and wondered, What’s the artist trying to say? That question alone is a victory for the artwork.

Balancing Tones

In a painting or sculpture, balancing red with other colors is crucial. Too much red can overshadow the rest. Many artists combine it with green or blue to form complementary contrasts. For instance, a greenish background can make a red subject pop even more. Through color theory, these pairings intensify each hue, resulting in dynamic visual drama.

Symbolic Uses of Red in Language

Metaphors and Expressions

Language is full of red references: “caught red-handed,” “red tape,” “paint the town red.” These phrases reveal how we interpret red. “Caught red-handed” implies guilt, referencing blood on someone’s hands. “Red tape” hints at bureaucracy that blocks progress, linked to the old practice of binding official documents with red ribbon. When you say “paint the town red,” you suggest wild celebration. Our everyday talk shows how deeply red seeps into our shared consciousness.

Emotional Descriptions

People say they’re “seeing red” when enraged. Or they describe heartbreak by referencing red hearts. We sometimes speak of “red-hot deals” or a “red alert.” These expressions highlight the color’s link to intensity, be it anger, love, or danger. The emotional color meanings around red have found their way into idioms we all know, even if we rarely think about their origins.

Cultural Twists

In some cultures, red letter day refers to a day of great celebration or importance. That phrase traces back to times when festival or holy days were marked in red on calendars. Meanwhile, “red envelope” might mean something else in certain parts of the world, hinting at lucky money. These cultural differences keep language lively. They also remind us that red is a global communicator of excitement and significance.

Red’s Role in Events and Celebrations

Party Themes

A red-themed party might suggest romance, as in Valentine’s Day gatherings, or it might suggest a sizzling vibe, like a salsa night. If you’re planning an event, splashing red in decor, invitations, or table settings can set a festive tone. That said, you want to avoid overkill. A few red centerpieces or a red banner behind the stage might be enough to evoke energy without looking cheesy.

Holiday Decor

Red pairs well with green in winter festivities, symbolizing warmth in chilly months. Think of red poinsettias, Santa’s suit, or red ribbons on gifts. If you’re hosting a holiday gathering, red tablecloths or napkins can bring a cozy atmosphere. The emotional branding of these celebrations often relies on red’s comforting yet lively connotation.

Ceremonial Clothing

Brides in some cultures wear red gowns on their wedding day. That might raise eyebrows in places where white is standard. However, these traditions run deep. The color stands for happiness or good fortune. When folks from different backgrounds come together, the sight of a red wedding dress might spark curiosity. But that’s the fun part: learning how red means different things to different people.

Red in Tech and Digital Interfaces

Notification Icons

Why do so many apps use red for notification badges? Because that tiny red dot commands attention. You see a red bubble with a number inside, and it practically begs you to tap it. This usage taps into color influence on behavior. We feel compelled to clear that red bubble or check that message. Red’s urgency factor can be powerful, though some people find it stressful if they see too many red badges on their home screen.

Error Messages

Error alerts often appear in red boxes or text. That tradition capitalizes on universal color meanings that equate red with a problem or warning. A small glitch: if everything is red, the user might not sense the difference between a normal button and an error alert. So designers have to choose carefully. They might use a less aggressive shade of red for normal design elements, saving the bright red for real errors.

Calls to Action

Digital marketers and app creators sometimes choose a red call-to-action button to spur clicks. The same principle applies as in physical marketing. People see that bright shape and act. But some wonder, “Is it too pushy?” The answer depends on your brand tone. If your brand is gentle and calm, you might want a friendlier color. If your brand is bold and lively, red might fit perfectly.

Red in Sports and Competition

Team Colors

Teams that choose red often want to appear strong or fearless. Look at many popular sports clubs, and you’ll find some shade of red in their jerseys or logos. Fans wearing that color feel a surge of pride. Opponents might feel a tiny flicker of intimidation. The psychological effects of color in sports sometimes play a part in how players and fans behave. But the biggest factor is skill, not color.

Rivalries and Passion

Have you noticed how some of the world’s greatest sports rivalries involve a red team vs. a blue team? The red vs. blue dynamic stirs fans. People might wave red flags or paint their faces red. The crowd roars, and that color unites them. In color identity, red fosters a sense of belonging and passion, adding fuel to the competitive spirit.

Uniform Details

A red stripe on a uniform can differentiate players or rank. Certain sports use red armbands for captains. That single band can be enough to highlight leadership. This also appears in martial arts, where a red belt might signal a certain achievement, though traditions vary. The color connotations remain consistent: red stands for boldness, progress, or a standout role.

Red in Emotional Branding

Crafting a Feeling

Emotional branding aims to connect with consumers on a personal level. Red often plays into this strategy. A brand might use warm color symbolism to evoke excitement or comfort. For instance, a beverage company might highlight togetherness with red. They show people enjoying a moment, with the brand logo in bright red. That approach resonates with viewers who crave that shared experience.

Storytelling with Red

Think of a commercial that focuses on a small red object. Each scene ties back to that object, building a narrative around passion, tradition, or desire. That’s color storytelling in motion. The brand weaves red into key scenes to leave a memorable imprint. Subconsciously, viewers connect red with the brand’s message. It can be subtle or bold, but it’s definitely purposeful.

Long-Term Recall

Brands that invest in a red color scheme sometimes see stronger memory retention among consumers. People remember the brand faster when they see that color again. If you carry a red bag from a popular store, others may recognize it instantly. This approach can be a double-edged sword, though. If a brand fails to deliver quality, that bold red can remind people of negative experiences. So emotional branding with red must pair with genuine value.

Red’s Influence on Mood

Activating Energy

A room decked in red can make people feel more awake or alert. If your conference space is dull, a few red accents may spark productivity. But in a bedroom, too much red might disrupt calm. That’s because color associations link red to action. So, use it strategically in settings that benefit from extra energy. In color narratives, red can prompt us to move and act.

Stirring Confidence

Wearing red might give a slight mental boost, making someone feel more self-assured. A small slip might appear if the speaker says, “I wear red for a confident vibe—like, it puts me up a notch, you know?” That confidence can influence how others see you. They might see a red tie or blouse and assume a more assertive personality.

Potential Overstimulation

On the flip side, too much red can overstimulate. If you fill a child’s playroom with bright red furniture, it might be too chaotic. Some folks might grow irritated or anxious. Pay attention to how you or your audience respond. If red begins to feel overwhelming, add softer tones. Cool color symbolism, like blues or greens, can temper red’s intense spirit and restore balance.

Conclusion

Red stands as one of the most compelling hues in any color palette. Its passion, energy, and undeniable force have shaped art, fashion, marketing, and even language.

We see red on stop signs, sports jerseys, wedding dresses, and more. It can represent good fortune in one culture and signal caution in another. Such versatility makes red an intriguing, complex color.

But this color demands thought. Slapping red on a design or brand can yield bold statements that some folks love, while others might find them off-putting. It’s a color that leaves little room for neutrality. Still, that risk can pay off if you handle red carefully. Too often, we forget how a simple accent or detail can shift an entire mood.

Whether you’re exploring red for a logo, a living room wall, a fashion piece, or a party theme, think about the story you want to tell.

Red thrives on stories of intensity—love, power, excitement, or revolution. As you experiment, keep an eye on the context. A small dash of red can create balance in a space that feels bland. A major splash can inject unstoppable energy.

Though each person may interpret red a bit differently, its universal color meanings remain strong. Red calls to us, invites us, and sometimes challenges us. This color is like a beacon in the visual color language—loud, proud, and unstoppable.

Summary Table

Below is a quick reference chart you can use whenever you need ideas about red’s meaning, usage, or effect:

Use this chart to guide your choices. Keep your purpose clear, and let red play its role without overwhelming your audience.

FAQ

1. Is red always a color of danger?
Red doesn’t always mean danger. Many folks see it as lively, romantic, or even lucky. The meaning shifts based on culture, context, and personal outlook. When we see a red stop sign, we might feel caution, but at a festive event with red lanterns, we might feel joy.

2. Why do brands keep choosing red for their logos?
Brands often pick red because it’s attention-grabbing and easy to recall. Color psychology research points to red’s link with energy or excitement. That can help a brand stand out in a crowded market. But it’s not the only choice—some prefer blue or green for calmer vibes.

3. Can wearing red make me look more confident?
It can. Many people report feeling a tiny jolt of self-assurance when they wear red. It’s not magic, but because red stands out, you might sense that extra boost. Others around you might also notice. If you’re not used to wearing bright colors, start with small red accents.

4. What if I overuse red in my designs?
Overusing red can clutter your visuals and overwhelm viewers. It loses impact when plastered everywhere. Aim for balance. Use red for headers, buttons, or key focal points, and complement it with neutral or subtle hues in the other elements.

5. Are there different meanings for lighter or darker shades of red?
Yes, a bright scarlet can feel cheerful or intense, while a deep burgundy might convey elegance or power. Lighter shades can appear playful, while darker ones may seem more sophisticated or mysterious. Experiment with various tints and tones to find the mood that suits your project.

6. How can I mix red with other colors without clashing?
Try pairing red with neutral tones like gray, white, or black for a modern look. For a more adventurous palette, try complementary hues like green or turquoise, but moderate the proportions so you don’t end up with a jarring clash.

7. Is red suitable for a relaxing space?
Some people find red too intense for relaxing areas like bedrooms or meditation rooms. You can use it sparingly or choose softer shades like dusty rose. Keep an eye on how it makes you feel. If it energizes more than calms, you might want another color for a relaxation spot.

8. How can I handle cultural differences if I want to use red in an international campaign?
Do some research. In some places, red might mean luck; in others, it could carry political or negative associations. Work with local experts or feedback groups to see if red resonates well or if you need to adjust the tone or usage.

9. Does red packaging sell products faster?
It can, but results vary. Red is known for capturing attention, so consumers might notice a red package first. But if the product doesn’t match what they want or need, color alone won’t guarantee success. Pair good design with quality offerings.

10. Could using red in my branding limit me later?
It’s possible if you plan to expand into markets or areas where red has strong cultural implications. However, a strong brand can adapt or tweak its color scheme for specific regions. Think about your long-term goals before finalizing such a bold color.

11. Does red look good on all skin tones if used in clothing?
Not everyone loves the same shade of red. Some folks suit cooler reds with slight blue undertones, while others look great in warmer reds with orange undertones. It helps to test a few shades under natural lighting to see what complements your skin tone.

12. Why do I see red in so many restaurants?
Restaurants often rely on red to stimulate appetite or create a lively vibe. But not all places do this. Some prefer calmer hues for a more elegant atmosphere. Red is popular in fast-casual or family-friendly spots because it’s associated with energy and warmth.

13. How do I stop red paint from looking too pink on walls?
Test samples. Sometimes the underlying primer affects the final shade. If the red looks too pinkish, choose a deeper hue or make sure you’re using a tinted primer that matches the paint’s base. Check how the color dries over time as well.

14. What if I hate red—can I still use it effectively?
You can, but in small doses. It might be easier to accept red in a few accent pieces, logos, or text elements rather than huge swaths. If red truly puts you off, consider using it in invisible ways, like in brand collateral that’s not always front-facing, or pick a similar color (like a spicy coral) that doesn’t feel as harsh.

Feel free to experiment with red, keep it balanced, and let your final design or outfit reflect the spirit you want to share. Red can shout or it can whisper, depending on how you wield it. May this bright, bold hue bring a spark of passion to your projects, events, and everyday life!

Anna West

Anna West, the visionary behind Clothes Color Guide, is our go-to for all things fashion. Merging the finest of runway trends with everyday style, she demystifies the world of color and pattern. While clothing is her mainstay, Anna also shares insights on interior design, pet care, and relationship advice. Dive into her articles and emerge with a vibrant perspective on style and life.

Reviewed By: Joanna Perez and Marcella Raskin
Edited By: Lenny Terra
Fact Checked By: Sam Goldman
Photos Taken or Curated By: Matthew Mansour