Then there was the cocktail party study, in which a group of interior designers, architects and corporate color scientists built model rooms decorated as bars in red, blue or yellow. Men considered women shown in photographs with red backgrounds or wearing red shirts more attractive than women with other colors, although not necessarily more likeable or intelligent. The researchers suggested that red, for athletes as for animals, subconsciously symbolizes dominance.Įffects that were perhaps similarly primal were revealed in a 2008 study led by Andrew Elliot of the University of Rochester. In a study on Olympic uniforms, anthropologists at Durham University in England found that evenly matched athletes in the 2004 Games who wore red in boxing, tae kwon do, Greco-Roman wrestling and freestyle wrestling defeated those wearing blue 60 percent of the time. The question of whether color can color performance or emotions has fascinated scientists, not to mention advertisers, sports teams and restaurateurs. Zhu said, “then you should get people into a blue room.” “If you’re talking about wanting enhanced memory for something like proofreading skills, then a red color should be used,” said Juliet Zhu, an assistant professor of marketing at the business school at the University of British Columbia, who conducted the study with Ravi Mehta, a doctoral student.īut for “a brainstorming session for a new product or coming up with a new solution to fight child obesity or teenage smoking,” Dr.
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