The brain and how it subconsciously responds to advertisements has been the name of the game this week. Rocket Fuel, a programmatic ad firm, released new research that claims that certain ads average 31% higher conversion rates across all platforms. “The higher performance of ads using red as a background color can be attributed to physiology and behavior,” explained Robert Jones, Rocket Fuel’s research director. “As humans, we see red light more vividly because of the interplay between three types of cone cells in the retina. We are also inclined and trained to notice the color red first —.