The world lacks a great all-around red. Always has. We’ve made do with alternatives that could be toxic or plain gross. The gladiators smeared their faces with mercury-based vermilion. Titian painted with an arsenic-based mineral called realgar. The British army’s red coats were infused with crushed cochineal beetles. For decades, red Lego bricks contained cadmium, a carcinogen.
More than 200 natural and synthetic red pigments exist today, but each has issues with safety, stability, chromaticity, and/or opacity. Red 254, aka Ferrari red, for example, is safe and popular, but it’s also carbon-based, leaving it susceptible to fading in the rain or the heat. […]
Subramanian, more scientist than chief executive, is now hunting for a similarly safe, inorganic red derivative of YInMn—something that could put Ferrari red, which is worth an estimated $300 million annually, well in its rearview mirror. Mark Ryan, marketing manager at Shepherd Color Co. in Cincinnati, says whoever finds such a red “wouldn’t have to come into work the next day.”
Color me fascinated.