Men love a lady in red… don't they How theory that links the colour to female genitalia has been blown out of the water
19:39 GMT, 19 April 2012
The colour red is often hailed for its racy connotations whether it is referring to a sexy salsa costume or a promiscuity-filled red-light district.
Experts have long pinpointed the blushed tones of a woman’s private parts as the reason behind the colour's sexual association.
But a new study conducted by the University of Kent has found that men are, in fact, not attracted to the colour for its comparison to female genitalia.
Power: While the colour red is often linked to sex due to its association with female genitalia, a new study has said this is incorrect
Sarah Johns, Lucy Hargrave and
Nicholas Newton-Fisher, who are anthropologists at the university,
determined that the perception is flawed after showing 16 photographs
of the female vagina to 40 heterosexual male college
ranged in colour from pale pink to bright red and the men, who
the study added were tested for various vision impairments, were asked
to rate each one by its appeal on a scale of zero to 100.
The group rated 'the reddest shade' the least attractive.
The study stated: 'We found a strong aversion to red as the colour of female genitals.'
It added that the cause of the finding may be due to a male's association between the colour and 'menstrual blood.'
'Disgust and phobia toward blood in general is a common human response,' it continued.
Sex on legs: The study said men are drawn to the colour for its sense of power and dominance rather than its sex appeal, like Jessica Rabbit famously oozed
research made note that while there may be plenty of information to
support the association between the colour and sexual attractiveness,
other factors are more likely to prompt the comparison.
The study said: 'Men may work harder to acquire objects that they can display as red badges of dominance, and so be motivated to compete more strongly for women associated with red.
'Women may even use red [in clothing and cosmetics] to stimulate such competition as a means of selecting higher quality mates.'
Red is no doubt a powerful colour in the fashion world. Most recently, Oscar de la Renta sent a frothy, blood-red chiffon gown down a New York runway on Monday as part of his Bridal Spring 2013 collection showing.
There's little wonder as to why experts may have been getting the concept wrong as the idea itself dates back to prehistoric times when the red inflamed bottom of a female baboon would signal peak fertility.