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.
"It's only recently that psychologists and researchers in other disciplines have been looking closely and systematically at the relationship between color and behavior. Much is known about color physics and color physiology, but very little about color psychology," said Elliot. "It's fascinating to find that something as ubiquitous as color can be having an effect on our behavior without our awareness."
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