Why wearing red does make women more attractive

A recent study suggests that red is associated to female sexual excitement and reddening of the cheeks, neck, and chest.

18:09 02 March 2015

A recent study conducted by researchers at the City University of New York has provided an explanation as to why men find women who are wearing red more attractive.

Lead author Steven G Young of the City University of New York, said: ‘Recent evidence suggests that coloration may serve a purpose in human mating, as female sexual excitement is associated with reddening of the cheeks, neck, and chest.

‘Women are more likely to wear red than other colors when they anticipate meeting attractive, but not unattractive, men

‘Heterosexual men are sensitive to red coloration on women. Compared with a range of other colors,women viewed on red backgrounds or wearing red clothing are found more attractive.

‘Even when women are viewed merely carrying red objects (e.g., laptop computers), they are found more attractive than when holding comparable objects in different colors.'

She added: ‘In two experiments, red enhanced men’s ratings of female attractiveness, but only for faces pre-rated as attractive; red had no influence on perceptions of initially unattractive faces.’