"It's fascinating to find that something as ubiquitous as color can be having an effect on our behavior without our awareness." Although this aphrodisiacal effect of red may be a product of societal conditioning alone, the authors argue that men's response to red more likely stems from deeper biological roots.Research has shown that nonhuman male primates are particularly attracted to females displaying red.

Although red enhances positive feelings in this study, earlier research suggests the meaning of a color depends on its context.

For example, Elliot and others have shown that seeing red in competition situations, such as written examinations or sporting events, leads to worse performance.

28 by the Journal of Personality and Social Psychology adds colorliterally and figurativelyto the age-old question of what attracts men to women.

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.

'Psychologist Daniela Niesta holding one of the images used in the study.

Participants were asked questions including: Imagine that you are going on a date with this person and have 0 in your wallet.

The current findings have clear implications for the dating game, the fashion industry, product design and marketing.

Guide to Create a Username Women Find Irresistible.

When using chromatic colors like green and blue, the colors were precisely equated in saturation and brightness levels, explained Niesta.

"That way the test results could not be attributed to differences other than hue." In the final study, the shirt of the woman in the photograph, instead of the background, was digitally colored red or blue.

In one experiment, test subjects looked at a woman's photo framed by a border of either red or white and answered a series of questions, such as: "How pretty do you think this person is?