The Hues Of Attraction

Adam Alter explores the importance of colors in online dating profiles:

Several years ago, Andrew Elliot, a professor at the University of Rochester, and his colleagues began by asking heterosexual male undergraduates to spend five seconds looking at the photo of a young female stranger, and to rate her attractiveness on a scale ranging from 1 (not at all attractive) to 9 (extremely attractive). All of the undergrads saw the same woman wearing the same clothes—but the experimenters randomly changed the color of the thick border that framed the photo, alternating among white, red, blue, and green. …

Across five experiments, the results were always the same.

The male undergrads who rated the photo bordered in red, found the woman more attractive, were more interested in asking her on a date, and willing to spend more money during the date. The researchers were also careful to show that the effect was specifically tied to sexual interest. They showed, for example, that when heterosexual women rated the attractiveness of the same female stranger, they weren’t swayed by the border’s color. In addition, men didn’t believe the red-bordered woman was more likable, kind, or intelligent—only that she was more attractive and sexually appealing.