Kate Smith offers her expert advice on the issues of color and how it affects consumers in Medill Reports – Chicago.
In the article she states:
“For most people the impact of seeing red in the context of holiday decorations evokes positive emotions and memories of shopping, gift giving and sharing during the holiday season,” said Kate Smith, color expert and owner of sensationalcolor.com. “Shoppers are then more likely to act upon these emotions in the same way they have in the past.”
It’s been a tough few years for the retail industry, so it comes as no surprise that many retailers rolled out their holiday store decorations earlier this year—some even before Halloween.
“Even when [a shopper’s] logical side wants to keep the wallet clamped shut, their emotional side wants to recreate the good feelings from past holiday seasons by buying gifts or giving to charity,” Smith said. “Smart retailers understand the emotional power of color and wisely use it to remind us it is the season for giving.”
