2009 July 20

white poloSeriously, researchers into evolutionary theory and practice have discovered that both men and women respond better to white clothing than other colours and that there might be an evolutionary reason.

White shirts, with a dark suit, caused women to view a man as more powerful than the same man wearing a dark shirt. White shirts with a white tuxedo amplified the effect and given a choice between the same man wearing a white T-shirt or a navy blue one, women preferred the white T-shirt.

We know that men respond to women wearing white, whether it’s a wedding dress or that girl tennis player scratching her behind, but why?  When men were shown the same ‘nurse’ wearing a white polo shirt or a green one, they felt the one wearing the white polo shirt was more intelligent and compassionate.

The colour white is a high risk colour in the world of animals, unless you live in a snowy region – white stands out against most backgrounds. This means that a white creature that can survive against a non-white background, must be more resourceful, clever or powerful than other creatures, so it’s a good creature to breed with as it has better genes for survival.

We don’t like to think of ourselves as creatures, but it seems that we may have the same evolutionary tendencies as all other living things. We think that white clothing makes the wearer superior. So wearing a white polo shirt could be just the thing if you want to impress a certain guy or gal … or maybe even a teacher or interviewer. And if you have a business, putting your staff in white polo shirts, work shirts or even T-shirts, could make a lot of difference to the way your company is seen by your customers.



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