Using Color to Impact Holiday Purchases

Most consumers associate the holiday season with the traditional colors of red, green, blue or gold, which evoke feelings of past holidays. Do they for you?

These festive colors draw customers in and encourage them to purchase items associated with the holiday season. There is a reason companies use these standard colors to drive sales.

Color theory is the study of how color impacts buying behaviors helps get consumers into the buying mood when they might not purchase. Let’s look at a few colors to learn how they impact holiday shoppers to purchase your products.

Red – this color can evoke both positive and negative feelings. On the one hand, red is associated with warnings or dangers, like a stop sign or a fire engine, but on the flip side, they also represent love, hunger, and joy-filled holidays.

Did you know the color red is known to increase your blood pressure and rate of breathing? When using red, companies often have to find the “sweet spot” in consumers’ responses. If not, shoppers will become overwhelmed and opt not to purchase anything.

Green – the color green can bring a sense of calm to a consumer, and it is a grounding color that can bring balance and harmony, especially when paired with red. Many people think of Christmas trees and mistletoe during the holiday season.

White – represents what is pure in our chaotic world. As the snow falls, consumers feel a sense of quietness and calm. White goes with everything and tends to soften brighter colors and helps find a feeling of cohesiveness.

Another color commonly associated with the holidays and new years is blue. While it can make people melancholy, it also brings calmness and safety to one’s mind. Blue is also commonly seen with Hanukkah because of its feeling of peace and religion.

Gold brings out feelings of success, luxury, high-end and gift-giving. It is a warm color that represents happiness and passion. It is best not to use gold in abundance, and the subtle application of this metal coloration is best used lightly.

When developing your product design or marketing material, it is very important to sprinkle in the colors of the season to help encourage buying habits.

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