Ways to make best use of it on your e-commerce site

It is a well-known fact most of us go crazy on and around Halloween. We decorate our homes, carve pumpkins, watch scary movies and go to Zombie parties! While everyone is busy posting, pinning and sharing their best Halloween costume or home decor ideas, we couldn’t stop thinking about the mind-bending combination of orange and black taking over the streets around the holiday.

We thought it would be interesting to dig in the history, and see how people first started using the orange color to dominate the spooky holiday. It seemed hard to find real facts, but here come a few suggestions:

  • The Celts are known for the ones who started the celebrating the holiday as a festival of harvest, recognizing the start of winter and end of harvest. Harvest time is that time of the year, when nature turns orange, hence the color. At that time, they also celebrated the festival of the dead, when their ancestral spirits joined them. This is where the black color in Halloween came from.
  • A more occult and also common version of the roots to the orange-black tradition is that these colors were connected to the commemorative masses for the dead, which were held in November by the Druids and Celts. The unbleached beeswax candles used in the various ceremonies were orange. The ceremonial caskets were covered in black cloths.
  • Pumpkins ripe during fall and become orange in color. Some believe this is where orange became the dominating color of Halloween.

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  • Fall is associated with the orange leaves, where black might be associated with the approaching winter darkness.
  • Talking Feng Shui, orange and black are opposite colors on the energy spectrums, so to speak. Orange carries liveliness and happy feelings, it is associated with warmth of fire and the color of fall bounty. Black, on the other hand, is the color of mystery, a space with no beginning and no end, space with infinite creative energy. The black color also holds the energy of power and protection.

So after this flashback, we did a quick research on the associations people have with the orange color, and it seemed that the most common were:

Orange is often referred to as the “social color”, as it creates energy to encourage lively conversations and happy times at home.

So if orange is such a positive color, how do we make best use of it on our site?

Color is of great significance when it comes to making purchasing decisions, though it is not universal. Some colors are attractive in North America, but do not have the same impact on potential buyers in, say, India. The orange color may be used to represent friendliness, and look professional at the same time, but only if used by the right hands. Because of its energetic and positive nature, often verging on aggressiveness, there is quite a thin line between what triggers the wanted and unwanted emotions in customers.

Therefore, those of us with e-commerce sites should approach the matter a bit more cautiously when deciding to use the orange color as a background to their website.

We might try using orange just to emphasize on specific parts of our site, and create contrast.

The color has been successfully used for call to action buttons, such as SUBSCRIBE, BUY or SELL. The dilemma still remains though, on whether to use a more soothing color, such as blue or green, or the more aggressive orange.

For those of you who are firm believers in the positive energy and high website conversions the orange color might bring, there is no better timing than the present moment, with the entire buzz around Halloween.

Here is an infographic by Kissmetrics, which gives a very comprehensive view on the way orange and other colors affect consumers’ purchasing decisions:

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Have you ever tried using this vibrant color with the idea to increase conversions, and how did it affect them?

Those of you, who still haven’t had an opportunity to setup their dream online shop, might want to try the TMDHosting special Halloween SPOOKY promo code  by the 6th of November 2013 to get a 10% off your new e-commerce hosting plan.