Want to drive your bloke crazy? Just wear red, ladies!
A new study has found that women in red are regarded as better looking and more desirable to men in fact, this is driven by nothing but primal instincts that associate the colour with sex.
According to lead researcher Prof Andrew Elliot, the study aims to provide hard evidence of "society’s enduring love affair with red".
"Although this ‘red alert’ may be a product of human society associating red with love for eons, it also may arise from more primitive biological roots.
"It could be this very deep biologically based automatic tendency to respond to red as an attraction cue given our evolutionary heritage," Prof Elliot was quoted by British newspaper ‘The Daily Telegraph’ as saying.
The researchers from the University of Rochester came to the conclusion after carrying out an experiment, involving over 100 men who were shown photographs of a "moderately attractive" young woman.
The subjects, mostly university undergraduates, were shown the pictures and asked to rate how pretty they were, how much they would like to kiss them and how much they would like to have sex with them.