Romantic Red: Testing the Characteristics of Color–Attraction Effects in a Novel Paradigm

The red-attraction effect refers to the finding that the color red enhances attractiveness ratings of targets, and is most robustly observed when males rate females. Three previously unexplored aspects of color-attraction effects were tested in a single experiment with a large sample size (N = 778). The effect of exposure to a color and the impact of pairing a color with a target were disentangled using a novel design. Moreover, we tested the proposition that color exerts its effects outside of awareness by examining the association of conscious awareness of color-target pairing with the red-attraction effect. Both prior exposure to red and pairing of red with a target influenced attractiveness ratings, but not always in the direction of increased attractiveness. Results also varied as a function of target and participant sex. However, when conscious awareness of target-color pairing was higher, results converged with the typically-observed red-attraction effect among males rating females.