It’s Red Friday. Are you wearing the Kansas City Chiefs’ official shade of red?

Maybe the tradition known as Red Friday should be renamed Pantone 186-C Friday.

Pantone 186-C is the exact shade of red that the Kansas City Chiefs have worn since the the team arrived in 1963. It’s bold, bright and highly saturated.

Don’t give me credit for knowing that. I learned it from Montaha Hidefi at Color Landing Studio near Toronto, Canada. She calls herself a “color archaeologist.”

I’d contacted Hidefi to help explore the almost mystical hold that “Chiefs red” seems to have on this town.

Like all colors, she said, red evokes emotions. Sometimes very contradictory ones.

“Red is correlated with the increased blood flow we have during the experience of anger, right?,” Hidefi told me. “But it’s the same thing with love because there’s a lot of blood flowing during that experience too.”

The idea of the “the warrior” and other elements of American Indian culture fit well with the Chiefs’ chosen color scheme, she said.

The shade “represents passion and energy and strength. And it really strikes a chord with the audience.”

We found some of that audience perusing the Chiefs Fan Zone display at Union Station last week.

Patty Porterfield of Kansas City, Kansas, and her husband Dennis were sporting complementary Chiefs wear—he in black, she in red. “I have red glasses too. And I always buy a red car,” Pam informed us.

Stephen Sauta was in town from Toms River, New Jersey, to attend Sunday’s game with the Texans. “Almost everything in my suitcase is red,” he said.

“It’s our iconic color,“ Becca Roberts from Independence explained as her 2-year old daughter pranced around in a Travis Kelce shirt. Just seeing all that red at Arrowhead, she said, gives her “the feels.”

And asked if the team could ever wear blue or that weird color the Dolphins play in, Kevin Hunt of Kansas City, Kansas answered simply, “No.”

Popular as it is here in Chiefs Kingdom, the ultimate question is whether Pantone 186-C delivers any tangible advantage to those who wear it in games.

Hidefi believes that in some cases it could increase a player’s confidence level, or even give a slight energy boost.

But so far, she said, studies have failed to show anything that bettors can take to the bank.

Find out more about “Chiefs red” by watching the video.