Seeing red hot: Red boosts men's attraction to women

Ladies, if you want to catch the eye of that special guy, wear red. Leave the green Christmas sweater in the closet, grab the red one instead. So suggests a University of Rochester researchers who added a little color to the study of male-female attraction. From the University of Rochester news release:

A groundbreaking study by two University of Rochester psychologists to be published online Oct. 28 by the Journal of Personality and Social Psychology adds color—literally and figuratively—to the age-old question of what attracts men to women.
Through five psychological experiments, Andrew Elliot, professor of psychology, and Daniela Niesta, post-doctoral researcher, demonstrate that the color red makes men feel more amorous toward women. And men are unaware of the role the color plays in their attraction.
The research provides the first empirical support for society’s enduring love affair with red. From the red ochre used in ancient rituals to today’s red-light districts and red hearts on Valentine’s Day, the rosy hue has been tied to carnal passions and romantic love across cultures and millennia. But this study, said Elliot, is the only work to scientifically document the effects of color on behavior in the context of relationships.

The report summarizes 5 different experiments moving from a manipulation of the background color of photos to changing the color of the clothing itself.

To quantify the red effect, the study looked at men’s responses to photographs of women under a variety of color presentations. In one experiment, test subjects looked at a woman’s photo framed by a border of either red or white and answered a series of questions, such as: “How pretty do you think this person is?” Other experiments contrasted red with gray, green, or blue.
When using chromatic colors like green and blue, the colors were precisely equated in saturation and brightness levels, explained Niesta. “That way the test results could not be attributed to differences other than hue.”
In the final study, the shirt of the woman in the photograph, instead of the background, was digitally colored red or blue. In this experiment, men were queried not only about their attraction to the woman, but their intentions regarding dating. One question asked: “Imagine that you are going on a date with this person and have $100 in your wallet. How much money would you be willing to spend on your date?”
redresearchcropped
Under all of the conditions, the women shown framed by or wearing red were rated significantly more attractive and sexually desirable by men than the exact same women shown with other colors. When wearing red, the woman was also more likely to score an invitation to the prom and to be treated to a more expensive outing.
The red effect extends only to males and only to perceptions of attractiveness. Red did not increase attractiveness ratings for females rating other females and red did not change how men rated the women in the photographs in terms of likability, intelligence or kindness.

So the effect is not related to some wholesome judgment about women who chose red over other colors. The results strongly suggest that there is something in the straight male brain (the study did not control for sexual orientation) that responds to the color red.
Is there any relevance to this? The authors say there are “clear implications for the dating game, the fashion industry, product design and marketing.”
I suspect there would be a point of diminishing returns on the fashion choices. Red every day or in every article of clothing might lose the appeal.
I checked this with my expert consultant on such matters and Mrs. Blogging Professor said women in her women’s group had discussed this phenonmenon long before the psychologists studied the matter.
I wonder what else they know.
To view the full text of the paper, visit the Journal of Personality and Social Psychology Web site at: http://www.apa.org/journals/psp/.
The citation is:
Elliot, A.J., & Niesta, D. (2008). Romantic red: Red enhances men’s attraction to women. Journal of Personality and Social Psychology. 95, 1150-1164.

53 thoughts on “Seeing red hot: Red boosts men's attraction to women”

  1. Another reference –
    Isaiah 1:18, “Come now, let us reason together,” says the LORD. “Though your sins are like scarlet, they shall be as white as snow; though they are red as crimson, they shall be like wool.” (NIV)

  2. Drowssap —

    I’ve never felt “stressed” when I was around either smaller or larger women. Pretty much the only time women stressed me out was when I thought they might reject me… which was quite often.

    I said stress for the sake of simplicity. I’d say straight men feel some degree of anxiety around women, whether it’s because they want something from them and are not sure if they’re gonna get it or because of the fear of being appraised. But usually someone who feels confident ignores women if none of them is of interest.
    Gay men are probably not gay only because they’re “stressed”, whatever that means. It might be a combination of a couple of factors. But on average, they seem to be more stressed than their straight counterparts. Remember the Savic brain study? They had similar brain connections as straight women in some of the areas that manage stress too. The Safron-Bailey brainscan thing showed the bigger amygdala reaction in gays. And many, many other connections pointing in this direction. Check out this one on mood.
    I thought that there’s a connection between male tallness and women’s need for protection (which I have a hunch it has a lot to do with how secure they feel, ie how their stress response is pitched). Comparably, gay men’s insecurity might have a say in why they’re attracted to guys.
    There’s other dimensions on which women and gays seem close neighbours, like spatial orientation and narcissism. Arguably, there are many hetero men who are narcissists and so there are many passive gays who put themselves in second place in relation to others. But both gays and women are on average more careful with their bodies. On the contrary, straight men and lesbian women are less aware of their looks.
    The rest of the gay-straight question might be answered by instrumental aggression, that straight men direct towards women sexually, whereas gays might have it lodged within themselves.

  3. My mother got all huffy about Michele Obama wearing read to the White House when the Bushes gave the Obamas a look see.

  4. Warren,

    Men have a strong tendency to attach sexual meaning to women’s ambiguous cues (Abbey, 1987; Haselton, 2003) and are likely see sex in red regardless of the signaler’s intent

    .
    Let it be said that women know that “men have a strong tendency to attach sexual meaning” to everything. The old expression that men “think” with a certain part of their anatomy is not news to us!

  5. Just a bit more discussion from the journal report, pg. 1161:

    Also of considerable interest is the extent to which women are aware of the influence that their red displays have on men and intentionally use red to convey a sexual message. To the degree that women are both aware of the red effect and intentional in their augmented and extended uses of red, a red display is likely to serve as an accurate, reliable sexual signal that facilitates communication and courtship. An example of such reliable signaling would be a
    woman who wears a red shirt or brings a red purse to a nightclub when in a sexy mood or when desirous of sexual attention, but who keeps such red ornamentation in her closet when just wanting a night out with her female friends. To the extent that women are unaware of the red effect, however, or use red on the basis of aesthetics alone (or for some other nonsexual purpose), they may inadvertently send sexual signals to men that result in unwanted romantic advances. Men have a strong tendency to attach sexual meaning to women’s ambiguous cues (Abbey, 1987; Haselton, 2003) and are likely see sex in red regardless of the signaler’s intent. As such, even if adaptive overall, red may at times lead to miscommunication and misinterpretation in heterosexual interaction.

  6. Carole,
    I went to sleep dreaming of men wearing red and you are defintiely on about the skin tones.
    Ann,
    Hehehehehe. I’ll bet she makes his clothes!
    Lynn David,
    Stay away from the prints. Put down the prints. Walk away from the prints.

  7. I wonder…. Why then does Santa wear red??? Gotta wonder – LOL!!!

    Mary,
    Cause Mrs. Claus thinks he looks smokin’ hot in his red suit – so do I 🙂

  8. Evan

    IMO, it’s the stress response that’s involved in the equation. Women are equally stressed as gay men and both of them are attracted to big guys. On the contrary, straight men are attracted to smaller women and to their physical weakness. That’s the work of aggression in the brain.

    I dunno, I’m not sure how it all ties together in the brain. But I’ve never felt “stressed” when I was around either smaller or larger women. Pretty much the only time women stressed me out was when I thought they might reject me… which was quite often. 😎

  9. Lynn David said

    So is that why I like prints?

    No, no, please tell me you don’t. Please. LOL.
    Ann and Mary,
    You have those reds right although I think it’s the skin tones along with the hair colors that determines a blue/red or an orange/red. Sounds good.
    SAnta’s red is just fine for this month!

  10. Well, I particularly like a darker red (not so orangy red) with blond to brown haired men. I like a deep cardinal red if they have dark hair. For red haired men – I prefer no red and rather a hunter green.
    I’m just saying we can all benefit from knowing which is our best red.
    I wonder…. Why then does Santa wear red??? Gotta wonder – LOL!!!

  11. Has anyone ever noticed how much better Mel Gibson looks in red???
    Mary,
    Ok, now that you mention it – yes, you are absolutely right! Red is very complimentary to his coloring and features.

  12. On men in red flannel/wool shirts—
    Ann said:

    If it was untucked, well, that is even better!

    Mary said.

    Has anyone ever noticed how much better Mel Gibson looks in red???

    Ohhh, yeah to both!

  13. Yeah, a red flannel or wool shirt on a guy is very, very sexy
    Carole,
    I stand corrected – you are right – envsisioning this definitely changed my mind 🙂
    If it was untucked, well, that is even better!

  14. Drowssap said,

    She only went out with me because we knew each other for a couple of months first. Once we became friends it was easy to ask her out.

    You are a smart cookie!

  15. carole

    The “short” guy I dated was a better looking (and taller) young Al Pacino. Handsome. Charismatic. Dangerous looking

    That guy was lucky, I had none of that going for me. 😎
    Pretty much the only superficial thing I’ve got going for me is my thin, but athletic build. Take that away and I’m a 5’8″ Screech from Saved By The Bell… except not as good looking. DOH!
    Inspite of that I married what can only be described as a stunning wife. She was probably one of the 10 best looking women on my college’s campus. Not bad considering I was 10 from the bottom for guys. 😎 At 37 she doesn’t even have a crows foot. She is a natural beauty. Looking back it was an amazing series of events that put us together. She only went out with me because we knew each other for a couple of months first. Once we became friends it was easy to ask her out. I know most guys say becoming friends is the kiss of death but not if you play your cards right. If I had approached her in a bar or similar situation she would have laughed at me.

  16. Timothy Kincaid

    Lee Eiseman has made a career out of this issue and for those who are interested in the subject i’d recommend any of her books, particularly The Psychology of Color. She is part of that small cartel of experts who decide what color you will wear next spring (yes, it does exist).

    Back when I worked in an office one of my friends made fun of me for dressing like a dork. He was right AND he was merciless. Eventually I took an interest in my clothes and read every article I could on the subject. I don’t know if I’m an Autumn or Spring or whatever but I learned which colors look best on me. Today if I try on 10 shirts chances are I’ll only keep 1. I learned to be that picky.
    Guess what… people treated me much better when I dressed nice. Even the same people I had worked with for years treated me better. People are so visual. It absolutely works!

  17. Drowssap,
    You are too kind. Thanks for the compliment for women, but I have to be honest with you. The “short” guy I dated was a better looking (and taller) young Al Pacino. Handsome. Charismatic. Dangerous looking (but coupled with a great sense of humor) !!!!! We women can be mighty shallow too, but I would agree we are not AS shallow as ….well, you can finish the sentence. LOL.

  18. Patrick

    Drowwsap, have you ever seen the documentary with the provacative title (S&M – Short and Male). In it they talk about the discrimination that short men face – not just in the dating front, but all aspects of life. There might be some clips from the documenary on youtube.
    When there did bias studies – even guys that are short had a negative bias against other short men.

    I have not seen the documentary but it sounds like it’s on the right track. I am 5’8″ so I’m right on the bottom end of normal. However men who are 5’3″ or so are positively screwed when it comes to dating. As a group women find that trait STRONGLY unattractive. Tall is great but you have to at least be in the average height range or you are at a major disadvantage.
    When I think back to HS guess which of my friends had the first girlfriend? You guessed it, my tallest friend. 😎
    I never thought about any of this until I hit my 30s. But when I got older I started to notice that life was harder on short men in a lot of ways. Being a short guy might be equivelant to being a fat woman. But at least the woman can go on a diet. The guy is absolutely stuck.

  19. Ann said,

    fyi – most women would not find a red shirt attractive on a man.

    Maybe you are right about most women, but a red sport shirt with the right slacks um, um good.
    Here’s a really good one–a man in a red long -sleeved Pendleton in the winter. I guess I am showing my age. Yeah, a red flannel or wool shirt on a guy is very, very sexy. I think red is very nice on most men. Go RED!

  20. Ann

    I think women are less attracted to physical appearances and more attracted to gestures, movements, expressions, intelligence/confidence about things we don’t know about, and a genuine sense of humor.

    Carole

    I do remember being immediately attracted to him, but thinking, “He’s short.” After one date, it didn’t matter . I was very attracted to him. and his height didn’t seem to concern him at all which meant it didn’t concern me either.

    God Bless women. If they were as shallow as men I would have never gotten a date. 😎

  21. This is all funny.
    And, the reason we straights have a really hard time understanding homosexual attraction ( yes, I know, I know, there really is no understanding–it just is) is that we don’t understand why (or how) in the world a person would be attracted to all the same stuff he/she already has. There’s no mystery! You guys already understand how the machinery of the other works! Half of the fun of getting a toy at Christmas was figuring out how it worked, but you already know how the toy works. I guess we straights feel that being homosexual is a bit like getting yourself for a present. There’s just no surprise. To us, it seems as if it would be like looking in the mirror all those years.
    Remember the old Groucho Marx line that went something like this: “Why would I want to be the member of a club that wanted me as a member”? (I think it was Groucho, wasn’t it?) That could be the motto of heterosexuals.
    From pre-puberty on, a straight girl looks at herself in the mirror, and she knows what she’s got: HO HUM- BORING. True, she knows that another person of her sex might be a little fuller here, a little thinner there, and she might even be envious of another’s figure, but hey, the other girl has all the same stuff. It all works the same. Old hat. No mystery. Familiarity with the apparatus does not breed attraction. It’s all the same.
    So, along comes a guy and voila! Now, that she is unfamiliar with. That she hasn’t gotten to see or touch every day!
    Now–add to the physical the emotional differences between a woman and a man and yikes–mystery all over the place! Astounding.
    And that’s heterosexuality!

  22. Patrick,
    Yups, I know minty was joking. I thought I should make the original idea a bit clearer.
    Well, I don’t assume that gay couples work based on a male-female kind of blueprint, although some might. I don’t know about the top-bottom stuff, what it means psychologically. But what I argued for was that there’s a pattern of brain usage that is common for homo men and hetero women. That brain pattern is used in conjunction with male bodies. So both men might see each other masculine from a … well, stressed and not-so-aggressive point of view. 🙂

  23. Evan.
    Please this isn’t the old ‘one partner in a same sex relationship is the male – and one the female ‘ canard is it.
    And just for the record – many gay men don’t have to ‘work out’ so they are physically typical.
    Some of the stuff people say on this blog – it just makes me laugh.

  24. carole,
    Yeah, men and women are complementary, it’s so obvious. I think basically the same principle of attractions works for many gays (because they use the brain sex-atipically, but can become physically typical by working out), with one major difference: they lack the antagonism inherent to men-women relations, which on the other hand gives them a weaker biological incentive for pairing.

  25. Evan,
    Evan said,

    There’s nothing sick about men being attracted to women’s fragility, just as there is nothing sick about women being attracted to men’s strength.

    Absolutely right–that’s the basic nature of “opposites attract!” Even a woman who is on the heavy and strong side and a man who is on the slight side exemplify the difference–slim or not, the guy is much stronger physcially than the woman ( in 99% of the cases) and that is indeed a turn on to awoman ! am sure the her physical vulnerability is a turn on to him. What’s so hard to understand? I

  26. minty: So is *that* what’s going on in the straight mail brain? Straight guys are sick!!! (lol)
    Everyone is. There’s nothing sick about men being attracted to women’s fragility, just as there is nothing sick about women being attracted to men’s strength. Actually, some women admit that they have fantasies of self-abandonment in front of a handsome stranger that possesses them. Roleplaying of this sort happens in many couples. Mary once quoted here the example of raped women who experience orgasm during the act. That happens because the ancient part of brain works against raped women’s will. Does that make raped women who have orgams “sick”? Nope, but the rapist who becomes aware of that might use it against the woman and to deny any guilt for commiting the act. I once heard about a strategy used by a raped woman against the aggressor: instead of acting weak which would have encouraged him, she started laughing and making fun of him saying that she is the one using him. Apparently it worked, she managed to ashame him and drive him away because he was probably a vulnerable type. But if the aggressor was invulnerable, making fun of him would have aroused his anger, putting her at risk.
    These things work antagonistically: one’s advantage (men’s strength, women’s attractiveness) is the other one’s loss (men become targets for women’s manipulative thoughts, women are vulnerable against unwanted wooers). The cat-and-mouse example was a shorthand for this idea. No idea why does the cat play with the mouse before eating it.

  27. This study makes sense. Red is the color of ripe and luscious! (lol)

    Women are equally stressed as gay men and both of them are attracted to big guys. On the contrary, straight men are attracted to smaller women and to their physical weakness. That’s the work of aggression in the brain. Probably the same predatory instinct that makes the cat play with the mouse before eating it.

    Hmmmm, veddy interesting. So is *that* what’s going on in the straight mail brain? Straight guys are sick!!! (lol)

  28. Guys,
    This goes much deeper than wearing red to get attention. There is a whole psychology to color – our bodies react to colors on a subconscious level. Just looking at red, for example, can raises your heartrate.
    Lee Eiseman has made a career out of this issue and for those who are interested in the subject i’d recommend any of her books, particularly The Psychology of Color. She is part of that small cartel of experts who decide what color you will wear next spring (yes, it does exist).
    I worked for a while for a firm that did graphics for courtroom presentations (some cases you’d recognize) and the deliberately selected colors to achieve a response from the jury. Every color presents an immediate response.
    For example, you have to be careful using certain shades of blue. There is a shade of blue that exudes establishment. But it can work either for or against you. You can come accross as the respected authority, but it can also make you look like a big powerful company abusing a little guy.
    It was fascinating.

  29. Drowwsap, have you ever seen the documentary with the provacative title (S&M – Short and Male). In it they talk about the discrimination that short men face – not just in the dating front, but all aspects of life. There might be some clips from the documenary on youtube.
    When there did bias studies – even guys that are short had a negative bias against other short men.
    So for whatever the reason, tallness seems to be a desired attribute for males – and being as gay men are attracted to other men – it doesn’t seem surprising that they would find tallness in males – a desirable thing.
    I guess, I am an exception to the rule cause I find tall and short men equally attractive. My partner is 5?7?. I am 5?11?

  30. I don’t know the answer to what you pose, but my husband is 6″ and had you asked me when I was about 14 -16, before I had real dating experience whether I preferred tall, medium, or short men, I am sure I would have reflexively said “tall” without really even knowing what “tall” meant. I guess we think in terms of tall, medium, and short in relative terms. (I am 5’6″ and for much of my life wore three inch heels. However, in high school, my heels were probably more like an inch.)
    In high school, I dated for a short time a guy who was either 6’4″ or 6’5″ a basketball player. I quickly found out that height relative to me did matter! Dancing was very uncomfortable and going to Friday night dances was a big part of the social life of the town in those days. He had to stoop over, and when he did so, I felt as if my back were breaking and my neck was pushed back. We resorted to my putting my face into his chest–ugh. Even cuddling in the car was difficult with those long legs of his. Plus, looking back, it wasn’t his height at all that attracted me to him. It was his shy and polite manner. If anything, his height was something that was a practical problem.
    Then, in college, I had a short boyfriend who was only t 5’7″ so I made sure I didn’t wear my usual shoes, but you know what…in every other way, I liked his height–a good fit for hugging, kissing and whatever. I do remember being immediately attracted to him, but thinking, “He’s short.” After one date, it didn’t matter . I was very attracted to him. and his height didn’t seem to concern him at all which meant it didn’t concern me either.
    The one I wound up with is six even–great fit.
    I have heard women say “Oh, tall and handsome” and yes, I guess I have said the same, but when I think of men I’ve been attracted to in my life, the height just hasn’t mattered much. I guess my experience tells me there might be a too short and a too tall relative to my own size, but there’s a whole lot in between!
    What I have heard men say about the height of women is that as long as the woman is shorter than he it matters little. I’ve heard many men say that because they like long legs on a woman, they prefer them a bit on the tall side.
    Thing is, I have always been attracted to men with dark hair, but other than the short man to whom I referred, it seems that the men I dated and my husband have but fairly light hair (ashen blonde or very light brown.) Go figure.

  31. Drowssap:

    it made me wonder if whatever instinct women have to be attracted to tall men might also be active in gay men.

    IMO, it’s the stress response that’s involved in the equation. Women are equally stressed as gay men and both of them are attracted to big guys. On the contrary, straight men are attracted to smaller women and to their physical weakness. That’s the work of aggression in the brain. Probably the same predatory instinct that makes the cat play with the mouse before eating it. 😎

  32. First, Ditto what Carole and Ann said. Honestly, somebody got grant money to study an effect every woman on the planet already knows about? Although, about the hair thing, I have long red hair (down to my tail bone). Does that make it doubly attractive?
    Drowssap,
    I was totally wondering the same thing, are gay men more likely to be attracted by red?
    Actually, I have been wondering what would happen if somebody took Shaunti Feldhan’s books For Men Only and For Women Only, and recreated the studies, but asked the questions both of gay, lesbian, and straight men and women, then tried to figure out if gay men were more like straight men or women in what they look for and do in a relationship. And the same for lesbians. It’s a slightly different take on gender studies, if anything. Not, how are men and women different from each other, but how is how they relate to each other different?

  33. They checked the effect of women viewing women, but did they check the effect of women viewing men? That would seem to be another important comparison group. Silly sexualities researchers.

  34. Anyway it made me wonder if whatever instinct women have to be attracted to tall men might also be active in gay men.

    Drowssap,
    I think women are less attracted to physical appearances and more attracted to gestures, movements, expressions, intelligence/confidence about things we don’t know about, and a genuine sense of humor.
    In some same gender relationships that I know, one person is either more expressive in a masculine or feminine way and attracted to the opposite of this expression. In other same gender relationships, this is not the case at all.

  35. Carole
    For whatever reason physical height plays a large role in attraction as well. Men are almost universally attracted to women who are short, or at the very least shorter than they are. I think somewhere around 5’4″ ot 5’5″ is the magic number. Women are the exact reverse, the taller a guy is the better. 6′ and up seems to be optimal for most women.
    I guess that’s pretty much common knowledge.
    Ok so my point. One night I was watching a TV show and a gay man mentioned that he was attracted to another guy because he was so tall. My brain did a double take. What?!? …attracted to someone because they are tall?!? That thought doesn’t compute for most straight guys. Anyway it made me wonder if whatever instinct women have to be attracted to tall men might also be active in gay men.

  36. Carole

    The same concept works with hair. Every woman and her stylist knows this as well. It’s a subject of much talk at the salon. There are women who are, by just about any standard one can think of, of moderate looks, no more nor less. However, as long as her hair is long rather than on the shortish side and as long as she is not considered fat, a guy will spot her and proceed from there.

    I must admit I love long hair. My wife has long, thick hair and I will never let her cut it. 😎
    As for clothes if a women looks good in Jeans and a T-Shirt that’s a home run. I don’t care about makeup, jewelry or any of that stuff.

  37. Oh, you men!
    Ann’s got it right. Every woman knows that red stands out in a crowded room. You are simply easier to spot and yes, I suspect that either consciously or subsciously a man sees the standing out business as the woman’s signal of “Hi, there, big guy. Why don’t you come and talk to me.”
    And, Ann’s right again…once you’ve got their attention, we know where their attention is going.
    The same concept works with hair. Every woman and her stylist knows this as well. It’s a subject of much talk at the salon. There are women who are, by just about any standard one can think of, of moderate looks, no more nor less. However, as long as her hair is long rather than on the shortish side and as long as she is not considered fat, a guy will spot her and proceed from there.
    To a guy–red, long locks, and make those locks blonde…and he feels as if he has hit the trifecta.
    I just asked my husband if I had it right. A sheepish grin told me all I need for confirmation.

  38. Men have over the years associated red with those type women.
    Most women understand what is physically attractive to a man. The color red draws draws attention whether it is a couch or a sweater because it stands out. Red is also used as a power color that makes the bland interesting – Nancy Reagan was very resourceful with the color. On a different but similar note, Mia Farrow used a bright red lipstick to draw the attention to her then autistic son to make him look at her. She did this repetitively and it worked. It drew his attention to her face and eventually to her eyes for connection and expression.

  39. I wonder what else they know.

    Oh, so much and in such detail – not sure how much of what we do know can be comprehended by those that wonder how much we know 😉
    Regarding the color red – it is an arresting color that commands attention. It stirs up curiosity once attention has been achieved. Men’s curiosity level “tends” to automatically resort to sexual thoughts about whoever is holding their attention, most of the time just fleeting. Add a little red lipstick to the equasion and their whole day might be absorbed in the thought.

  40. Could it be that red appeals to women who are already prone to get lots of partners? Men have over the years associated red with those type women.
    As for animals, completely red cardinals are male.

  41. Interesting.
    For some reason evolution selected for this. I assume red signals health, virility or something.

  42. So red makes the difference when you see two twin sisters…
    That’s odd, then.

    Is there any relevance to this?

    A lot, actually. It makes news, careers and grows businesses.

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