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Primates evolved in a forest habitat of many complex colors and shapes where a failure to properly judge depth perception meant painful injury or death.  Vision is therefore a paramount sense for monkeys, apes, tarsiers, lemurs, and lorises.  Primates are social animals.  After evolving highly acute sight and keen color vision, they then evolved to be the most colorful order of mammals.  As with cuttlefish and birds of paradise, primate colors carry all sorts of social cues.

 

We will talk about all of this more (although, to be frank, we have always been talking about it), but today we are concentrating on the color red, which is of enormous importance to most primates because it is involved in status relations and thus in mating. Red is an important color for primates!  For example, among mandrills, red coloration of the face correlates directly with a male’s alpha status: the redder the face the more exalted the mandrill.  Primatologists have found this pattern vividly true in many species of monkey (and to other very different creatures like octopuses and cardinals, where red holds similar dominance significance).  To quote a particularly eye-opening line from Wikipedia, “Red can also affect the perception of dominance by others, leading to significant differences in mortality, reproductive success and parental investment between individuals displaying red and those not.”

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Humans beings are primates.  I suspect that it is not news to you that red is heavily involved in our own status and sexual selection preferences (for the sake of chivalric euphemism I will hereafter say “romantic” preferences).  Although this is readily evident in the red dresses of supermodels, the flashy Ferraris of celebrities, and the power ties of senators, the subconscious sway it holds over our lives is more pervasive than you might realize.

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In studies where men rated the general attractiveness of photographs of women, the women wearing red were rated as more desirable, even when the experimenters stacked the deck with pictures of the same women in different colors.  The same sort so f experiments revealed similar preferences among women looking at pictures of men.  It might be speculated that this has something to do with blushing, blood flow and suchlike visible markers of fertility/interest (although when asked, men said that women in red were more attractive, and women said that men in red were more “dominant”).

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Wearing red uniforms has been linked with increased performance in competitions (particularly physical competitions such as sports). Controlled tests revealed that red conferred no physical advantage during non-competitive exercise, so the effect is purely one of perception among opponents, teammates, and referees. Referees and judges seemed to be a particular focus of the psychological effects we are discussing here, rating red-garbed performers much more highly/favorably than similar peers in other outfits.

One needs to pause and think of how much more frequently the hateful Boston Red Sox and the despicable Atlanta Falcons would be justly drubbed if they wore dun uniforms.

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All of this might seem like bad news for people without a great deal of red in their wardrobe or in their clubhouse lockers, but there is a counterposing effect too.  In studies which involved paying attention and focusing on achievement-type events like the SATs or IQ tests (or essay questions about the Byzantine empire), red proved to be a nuisance and a hindrance.  Exposure to red decreased performance during such events (although my source does not say what this constitutes…maybe the experimenters had a huge red flashing light or a ringing red phone or some such gimmick that would unequivocally mess up one’s GREs).

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If all of this sounds wrong or suspicious to you, I guess it is the middle of the 2018 World Cup.  According to primatologists, Russia, England, Belgium, and Serbia should all win in the quarterfinals (so as long as they are not wearing their white or yellow “beta” uniforms).  If that test seems too nonsensical for you, you could always put on a British naval uniform and walk down to the local bar.  I would be very curious to learn how your experiment goes, and I will tally up the results as soon as I finish ordering a few new shirts…

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