Ovulating women report increased sexual desire and preference for wearing sexy clothing compared to non-ovulating women.1,2 But does ovulation impact the color of clothing she chooses? A survey of “regularly ovulating” women (i.e., not on birth control pills, pregnant, etc.) reported their menstrual cycle’s timing and noted the color of the shirt they were currently wearing.3 Those ovulating and at their most fertile (6-14 days following the start of her last period) were more likely to wear red or pink compared to other colors, and of those wearing red or pink, nearly 80% were ovulating.
1Haselton, M. G., & Gangestad, S. W. (2006). Conditional expression of women’s desires and men’s mate guarding across the ovulatory cycle. Hormones and Behavior, 49, 509–518.
2Durante, K. M., Li, N. P., & Haselton, M. G. (2008). Changes in women’s choice of dress across the ovulatory cycle: Naturalistic and laboratory task–based evidence. Personality and Social Psychology Bulletin, 34, 1451–1460.
3Beall, A. T., & Tracy, J. L. (in press). Women more likely to wear red or pink at peak fertility. Psychological Science.