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My new idea for painting them: The old pre-heresy scheme, blue and white, then drenching them with Blood for the blood god and splattering on khorne red? To represent the "tey were originally normal then became red b/c covered with blood" thing...?

It could look cool, or it could look like a mess. I think it depends on whether you're actually trying to turn the majority of their armor red with blood or you just want very bloody late-heresy looking World Eaters. Test it on a model first and see if you like it.

(FWIW, I'm pretty sure they just started painting their armor red at some point)

I'd be wary of blood effects. 90% of the time it looks terrible.