According to a study by Emory University in Atlanta, GA it was determined that tanned skin makes a person more attractive. Their study was conducted using the hotornot.com web site.
Hotornot.com is a web site that allows users to rate the attractiveness of people who have posted their photos on that site.
Researchers used 45 women, aged 21 to 35. Each woman had a digital photo taken of them and placed on hotornot. After at least 100 ratings, the photo was touched up using Photoshop to make the woman look tanner and then the photo was placed back on the site so it could be rated again.
When the study concluded with 30 of the 45 individuals improving their attractiveness score after their photo had been changed. 12 of the 30 women had improved their attractiveness rating by a significant amount. Only 2 out of the 15 women, who scored lower with the tanned photo had a significant rating decrease. This means that 27 percent of people experienced a significant ratings boost with tanned skin, while only 4 percent saw substantial ratings drop.
Why is tanned skin almost always more appealing? Very likely it is because tanned skin appears to be a healthier and more vibrant helping define sex appeal.
So this is more proof that being tan gets more attention and is more appealing.