Study Shows Red Truly the Color of Love -- for Men ROCHESTER, NY (WXXI) - Research by two psychologists at the University of Rochester shows there's apparently a scientific reason that red is the traditional color of love.

A study by Professor of Psychology Andrew Elliot and post-doctoral researcher Daniel Niesta was published online today by the "Journal of Personality and Social Psychology." In it, they demonstrate that the color red makes men feel more amorous toward women -- without the men being aware of it.

The color red has been tied to romance for millennia. But Elliot says the U of R study is apparently the first to try scientifically documenting why that should be the case.

They conducted five psychological experiments -- and here's what they found: women wearing red clothing or in a picture with a red frame were described by male test subjects as prettier and more desirable. The same women were also described as "more sexually desirable" when wearing red or when positioned against a red background then when wearing other colors.

The effect only worked on males, and not in reverse. It also doesn't extend to perception of other characteristics such as intelligence or kindness.
© Copyright 2010, WXXI