Color Psychology in eCommerce Marketing: 5 Ways to Drive Your Sales in Holiday Season


Catherine SchwartzMarketing & eCommerce Specialist

Thursday, November 17, 2022

When the holiday season comes around, people start to spend more money. This is the time when ecommerce stores have their best chance to win over their customers. Many ecommerce stores use color psychology in their marketing strategies to boost their sales.

Article 7 Minutes
Color Psychology in eCommerce Marketing: 5 Ways to Drive Your Sales in Holiday Season

Black Friday, Cyber Monday and Yuletide are seasons which ALL ecommerce stores should prepare for. This is where you make up for all the lean months during the year and frankly, build a profitable return on investment for your ecommerce venture.

In this blog post, we’ll look at the psychology behind ecommerce and see how the holiday season is different.

This will help you understand what you can do to boost your sales during the holiday season and how to make your ecommerce store stand out from the rest.

Visual showing the behavior of consumers during the holiday season

The meaning behind color psychology

One of the first books on color psychology was published in 1812 by German poet and artist Johannes Wolfgang von Goethe. He talked about the meanings of different colors in his book of theories of colors.

“Colors are one of the key drivers in our sales” according to Michael Nemeroff, CEO & Co-Founder of Rush Order Tees. Color psychology is a science that deals with how our brains process colors and the impact they have on us. Their research showed that certain colors can affect us differently depending on the situation and the emotions we’re experiencing.

Here is a quick guide to color psychology and the emotions they evoke in people:


Associated with




Energy, Danger

Raises metabolism, blood pressure



Nature, Growth

Calmness, Tranquility

Piety, Sincerity



Warm, Compassionate

Peaceful, Flexible



Reserved, Reliable

Honesty, Stability



Happiness, Creativity

Success, Stimulation



Warming effect, Cheerfulness

Honor, Loyalty


Love, Gentle

Tenderness, Vulnerability

Youth, Femininity


Stable Energy

Royalty, Nobility, Class

Wisdom, Dignity



Safety, Purity

Faith, Positivity


Power, Elegance

Mystery, Unknown

Strength, Authority

Now that you have an idea of how color psychology works, here are a few tips on how to apply it during the holiday season:

1. Select colors based on age and gender

Depending on your target demographic, you should pick your colors most associated with that section of the population.

A site with masculine colors won’t have the same effect as feminine colors when you have a makeup and skincare ecommerce site. In the same vein, you can’t have a site that sells masculine products and have them colored pink or purple.

When picking colors, make sure that it matches your niche. You should emphasize it as the main theme color for your entire ecommerce store or campaign. It’s one way of keeping your users engaged and not put off by the disjointed color scheme.

 2. Pick colors that influence buying decisions

Nike logo with red tick

We all know that certain colors affect our emotions, thoughts and behaviors. But did you know that this applies to ecommerce?

When it comes to ecommerce, you need to understand how colors work with your products to make them more appealing.

Peter Robert, CEO & Co-Founder of Expert Computer Solutions / ECS said in an interview: “Research has shown that color can influence consumers’ decision-making process. Colors, such as red, can make us feel aggressive, angry, or excited.”

  • If you’re selling shoes, red could be a powerful color that increases sales. For example, Nike’s famous “Just Do It” slogan is printed in bright red, and it’s a very effective way of advertising.
  • However, if you’re selling clothing, blue might be the better color choice. Blue is known to relax us and calm our fears.
  • Blue is a popular color for shopping bags because it makes people feel calm and relaxed. It also tends to make people feel more confident, so it can make them more willing to buy.
  • Another example is if you’re selling food, you should use bolder colors such as orange, yellow, and red. These colors are used to attract the attention of people.
  • You should also use colors that will draw attention to the product.
  • So if you’re selling a bag of apples, you should use a darker orange than you would use for a cupcake.
  • In addition to that, you should use lighter colors for less valuable items such as clothing or furniture.
  • If your business deals with more serious matters like personal finance, insurance or business loans, anything that resembles the reliable blue color is appropriate.

Color psychology is a powerful tool that will help you attract more customers and retain your existing ones.

3. Choose colors that relate to your business

Screenshot of Levi's website

eCommerce stores have the opportunity to stand out during the holidays. If you can choose colors that are associated with the product you sell, you can better connect with your customers and promote your brand.

Many ecommerce stores tend to stick to black and white or white and gold. These are the most classic colors and they often go with the winter season. However, they can be boring and generic.

Instead, think of colors that are associated with your business. For example, if you sell shoes, you might use blue and black.

Photo by Syauqy Ayyash on Unsplash

Photo by Syauqy Ayyash on Unsplash

If you’re a coffee shop, you might use bright red.

You can even consider colors that relate to your brand. For example, if you’re a fashion company, you can use pastel pink.

The best part is that you don’t have to spend a lot on colors. In fact, you can even use free resources to find the right ones.

4. Use brand colors on your website and CTA

The holiday season is all about the “holiday cheer” of the season. From colorful trees to sparkling lights, the holiday spirit has a big impact on our mood.

“Using the right colors in your call-to-action buttons has an added effect on consumer behavior. It might not be a game-changer, but pushing for these little edges can spell the difference between a festive purchase to an indifferent site visit.”

Screenshot of product imagery from Levi's website

Blue is warm and enthusiastic, plus it encourages people to buy, making it a favorite color for ecommerce websites.

It’s the same for ecommerce businesses. One way of helping you sell more is by using brand colors on your website. By being consistent with your colors, you are easier to remember, and since colors exist everywhere in life, there’s a good chance that you will always be in your customer’s subconscious thoughts.

5. Switch website colors to match the holiday season

Screenshot of a website that switched its colors during the holiday season

Source: shopify

Let’s begin by defining what the holiday season is.

The holiday season is the time of year when people start spending more money and shopping for presents. There are Halloween sales, Black Friday thanksgiving sales, Cyber Monday and Christmas season sales. This season is ripe for taking as long as you push untapped techniques such as color psychology.

Andrew Gonzales, President of Business Loans, says that “many companies use this time to boost sales and increase their profits. However, you have to know what your audience wants and make sure your product and services are right for them.”

The holiday season is made up of several months, starting with Halloween and ending with Christmas. Each month has its own set of colors and trends.

Final thoughts

“One of the best times to promote your ecommerce store is during the holiday season. If you’re not careful, you may miss out on a lot of sales because of your website’s lack of color psychology.”

Color psychology is a technique that can improve the look of your ecommerce store, increase its conversion rates, and drive traffic. The goal is to make your site look like a warm, inviting space, and it’s a great way to do that. While it may sound complicated, it’s actually pretty easy to incorporate into your ecommerce marketing strategy.

Catherine Schwartz

Marketing & eCommerce Specialist

Catherine is a marketing & eCommerce specialist who helps brands grow their revenue and move their businesses to new levels. 


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