News Stories

Red Men

What could be as sexy as a lady in red? A gentleman in red!

Simply wearing the color red or being bordered by that color makes a man more attractive and sexually desirable to women, according to a series of studies. And women are unaware of this arousing effect.

Red's charm ultimately lies in its ability to make men appear more powerful, says psychologist Andrew Elliot. "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."

Why does red signal rank? Elliot sees 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

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