To carry out the research, images of men were digitally manipulated, so they appeared to wear a variety of different coloured t-shirts.
Whether they wore jerseys that were primarily red, blue, white or yellow/orange (this information was obtained from ).
Across five experimental studies, researchers at the University of Rochester found that although they don’t realize it, men find women who wear red more sexually desirable than women dressed in other colors.
Interestingly, wearing red doesn’t make the women seem more kind or more intelligent, just more attractive.
Recognized as one of the Princeton Review’s Top 300 Professors, he has also authored dozens of publications for both academic and non-academic audiences.
Wearing red doesn’t only draw attention from members of the opposite sex, it can provoke sexual rivalry in women, researchers say.