Effect of red vs black clothing on the impression of persons engaged in a dialogue

Abstract

Effects of clothing colour (red or black) on personal impression were examined. Forty-one participants watched slide shows that displayed written dialogue between two persons with their pictures (but without their faces), each wearing either black or red clothing. Two dialogues were prepared; in the ordinary dialogue two girls were talking about their favourite cookies and crackers, and in the flirtatious dialogue a girl talked to her friend about her recent flirtatious affair. After watching each slide show, participants were asked to estimate the personality of each character. Results showed that the clothing colour influenced estimated personality of the wearer only in the flirtatious dialogue; red clothing enhanced a positive impression of an optimistic character, while black clothing enhanced a perceived social desirability of a discreet character. It was suggested that these effects of clothing colour are not universal, but context-dependent; they would be manifested by interacting with one’s original personality that could be judged from other explicit cues.