Want to impress on Valentine's Day? Then make sure to wear red

By Anne Berthold, Senior Researcher, Consumer Behavior, Dept of Health Sciences and Technology, Swiss Federal Institute of Technology Zurich

Sexual attractiveness is a preoccupation that clings to us throughout our daily lives. Today’s social media obsession with perfect beauty makes being attractive and feeling attractive seem all the more important. Being attractive feels crucial for increasing one’s chances of romantic relationships. Wearing red, especially on Valentine’s Day, might be helpful when people want to impress.

The factors that influence people’s attractiveness to others are well documented. They include physical attributes, such as height…

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