Ever wondered why people tan? Or if tanned skin is really more attractive?
We explore the academic research to find out!
Keep reading to learn about the way tanning behavior is influenced by evolution.
We also discuss the experimental studies that test a preference for tanned or paler skin.
Plus, uncover how eating carrots can trick people into thinking you’re healthier (and therefore more attractive)!
Note: Due to a lack of adequate information available on other parts of the world, this post will mostly focus on Western countries.
Why Do People Tan?
One of the most common reasons people tan is the belief that they will look more attractive with a tan.
Tanning (or not tanning) is, of course, a personal preference, however, this decision is sometimes influenced by cultural factors (which are susceptible to evolving over time) and hard-wired evolutionary psychology.
Cultural Factors | Attitudes Towards Tanning In A Social Group Can Influence The Tanning Decision
Like many other physical features (body shape, hair color, etc.), there is a huge variation in preference for skin tone across the world.
Results from one study suggest many European populations favor tanned skin tones, while certain Asian population groups prefer lighter skin tones. Caribbean participants in this same study had a preference for darker skin tones. 1
These results point to a lack of universal cultural standard when it comes to skin tone attractiveness.
Swami et al. highlight that some results in the skin color preference literature suggest a form of ‘ethnocultural endogamy’ is at play (a preference for physical traits resembling members of your own group). 1
While other results appear to indicate a preference for wanting what you don’t have. 1
As we discuss further in our post on the history of tanning, preferences for skin tone within a cultural context are not fixed and are susceptible to change over time.
Tanned Skin Is Culturally Popular In America
Attitudes towards tanning among young adults in Chicago suggest modern American culture places value on tanned skin.
• In 1988, 58% percent of survey respondents said people looked better tanned. 2
• In 2007, a whopping 81% said people are more attractive with a tan. 2
A further study surveyed 10,000 girls and boys aged 12 – 18 on their attitudes towards tanning and tan skin in 1999. 3
The results revealed 75% preferred tanned skin, and 26% even said it was worth getting sunburned in order to achieve a tan. 3
Those who tan may feel culturally pressured to do so in order to blend in.
