Abstract
Recent studies have noted positive effects of red clothing on success in competitive sports, perhaps arising from an evolutionary predisposition to associate the color red with dominance status. Red may also enhance judgments of women’s attractiveness by men, perhaps through a similar association with fertility.
Here we extend these studies by investigating attractiveness judgments of both sexes and by contrasting attributions based on six different colors. Furthermore, by photographing targets repeatedly in different colors, we could investigate whether color effects are due to influences on raters or clothing wearers, by either withholding from raters information about clothing color or holding it constant via digital manipulation, while retaining color-associated variation in wearer’s expression and posture.