So, now that we know that men view red as attractive because they see it as an invitation for sex, should women be a little more cautious about wearing the color? The researchers say yes. "From a pragmatic standpoint, our results suggest that women may need to be judicious in their use of red clothing," they write. "Wearing red may be a subtle, yet powerful way to communicate sexual interest to a targeted male, but in public settings replete with eager male receivers, a red signal may result in unwanted sexual advances." I told Pazda that some women might bristle at this message, as it puts the onus on them to avoid male interest, instead of making it a man's responsibility to behave himself--no matter what color of shirt or lipstick a gal is wearing.