We discussed previously how men view women who wear red (vs. other colors) as more physically attractive and sexually desirable. Researchers have recently discovered that this preference exists because men perceive red as indicating greater sexual receptivity in women. These results are consistent with evolutionary perspectives and research indicating female primates display red on their bodies to indicate sexual receptivity.
Pazda, A. D., Elliot, A. J., & Greitemeyer, T. (in press). Sexy red: Perceived sexual receptivity mediates the red-attraction relation in men viewing women. Journal of Experimental Social Psychology. doi: 10.1016/j.jesp.2011.12.009