A study by the University of Rochester, recently published in the Journal of Personality and Social Psychology, argues that the color red makes men feel more "amorous" toward women. And men are evidently unaware of the role the color plays in their attraction.
In the final study, the shirt of the woman in the photograph, instead of the background, was digitally colored red or blue. (see above image from study) In this experiment, men were queried not only about their attraction to the woman, but their intentions regarding dating. One question asked: "Imagine that you are going on a date with this person and have $100 in your wallet. How much money would you be willing to spend on your date?" While red-clad women were favored for attractiveness and sexual desirability, that same color did not change how men rated the women in the photographs in terms of likability, intelligence or kindness. Good to know!