New study shows that women are sexually attracted to men wearing red

Colors have various meanings across different cultures, and these change and evolve over the years. The coded messages that colors convey are, whether you realize it or not, affecting the people around you. If you’ve never paid much attention to this phenomenon, here’s something that may change that.

According to a new study conducted by psychologists at Wuhan University in China, the color red is a seductive shade. More specifically, women are sexually attracted to men wearing red (if it’s not too much red), and vice versa.

Other studies have come to the same conclusion. In 2010, a study published in the Journal of Experimental Psychology: General showed that women find men more sexually desirable if they’re wearing red. According to the study, done by researchers at the University of Rochester, the rosy hue is associated with power and status. “We found that women view men in red as higher in status, more likely to make money and more likely to climb the social ladder,” said Andrew Elliot, professor of psychology at the University of Rochester. “And it’s this high-status judgment that leads to the attraction.” The study explains that red has traditionally been a part of the regalia of the wealthy and powerful, and that biologically, red is an indicator of male dominance amongst non-human primates.