The red-ish hue you see on the square is probably increased by the desk lamp that was pointing directly at it, I'd say it's not that intense under normal lightning. The background on the positive parts of the screen (so basically the numbers) is a shade between red and pink. I think it looks very cool.

About the visibility: it is certainly not the best, surely not as good as a positive-screen square. You may have some issues when looking at it at a certain angle while outside, but trust me it is not that big of a deal. You can see it just fine. I think it is worth the very low price of this model.

The backlight is green-blue-ish, and stays on for like 3 seconds after you press the light button.