There is a whole field on the psychology of color (including its effects on the subconscious mind). It is very credible. And the point about bright colors and confidence is not inconsistent with it. Personal coloring and personal taste do impact color choice, of course. For a man, maroon can be a good alternative to red. The more tastes, physical features, and other factors get involved, the more a person should consider a private consultation. It takes some work to get everything right.