Monday, September 13, 2010

Color Commentary

According to the Lovemarks philosophy, generating strong emotional responses requires Mystery, Intimacy and Sensuality. This has been well-established, but using these tools to inspire and provoke is hardly an exact science, as I learn time and again in my business.

Images and ideas that seem like sure things sometimes fail to seriously resonate with people. While other seemingly commonplace ideas, sites, sounds and images can have an unbelievable emotional effect.

A recent study in the Journal of Experimental Psychology proves this point perfectly. According to the study, women in the United States, Germany and China find men wearing red more sexually attractive. Despite the dramatic differences in these cultures, this reaction to red-wearing men was quite widespread.

Andrew Elliot, the study’s author, has a hypothesis for why this might be:
"In chimpanzees, the highest-ranking male turns more red quite dramatically during a competition for primacy . . . it's a clear status indicator. Females view that, and they go out of their way to mate with the highest ranking male available."

Probably best to shop about now . . .