Red enhances women's attractiveness to men: First evidence suggesting universality

► We examined the red-attraction link for males viewing females in a traditional small-scale society in rural Burkina Faso. ► The results indicated that the red-attraction link is present in Burkina. ► The results indicated that the red-attraction link is specific to culturally appropriate expressions of romantic attraction. ► This research provides first suggestive evidence for universality of the red-attraction link.