There should be an image here!What could be as alluring as a lady in red? A gentleman in red, finds a multicultural study published Aug. 2 in the Journal of Experimental Psychology: General.


The cherry color’s charm ultimately lies in its ability to make men appear more powerful, says lead author Andrew Elliot, professor of psychology at the University of Rochester. “We found that women view men in red as higher in status, more likely to make money and more likely to climb the social ladder. And it’s this high-status judgment that leads to the attraction,” Elliot says.

Why does red signal rank? The authors see both culture and biology at work. In human societies across the globe, red traditionally has been part of the regalia of the rich and powerful. Ancient China, Japan and sub-Saharan Africa all used the vibrant tint to convey prosperity and elevated status, and Ancient Rome’s most powerful citizens were literally called “the ones who wear red.” Even today, the authors note, businessmen wear a red tie to indicate confidence, and celebrities and dignitaries are feted by “rolling out the red carpet.”

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“When women see red it triggers something deep and probably biologically engrained,” explains Elliot. “We say in our culture that men act like animals in the sexual realm. It looks like women may be acting like animals as well in the same sort of way.”

To quantify the red effect, the paper analyzed responses from 288 female and 25 male undergraduates to photographs of men in seven different experiments. Participants were all self-identified as heterosexual or bisexual. In one color presentation, participants looked at a man’s photo framed by a border of either red or white and answered a series of questions, such as: “How attractive do you think this person is?”


In several experiments, the shirt of the man in the photographs was digitally colored either red or another color. Participants rated the pictured man’s status and attractiveness, and reported on their willingness to date, kiss, and engage in other sexual activity with the person. They also rated the man’s general likability, kindess, and extraversion.



Across all the studies, the influence of color was totally under the radar. “We typically think of color in terms of beauty and aesthetics,” say Elliot. “But color carries meaning as well and affects our perception and behavior in important ways without our awareness.”


The paper was coauthored by Daniela Niesta Kayer, University of Rochester; Tobias Greitemeyer, University of Innsbruck; Stephanie Lichtenfeld, University of Munich; Richard H. Gramzow, University of Southampton; Markus A. Maier, University of Munich; and Huijun Liu, Tainjin Medical University.

The research was funded by the Alexander von Humboldt Foundation and an Excellence Guest Professorship at the University of Munich.

Susan Hagen @ University of Rochester

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