Daily Archives: December 1, 2013

christmas wrapping paper… the psychology of colour

Christmas wrapping paper - brown paper natural. This opens a new browser window.

One of my favourite things about Christmas is wrapping presents for my friends and family in beautifully coloured paper, ribbons and bows.

Colour is the first thing we see and we instantly have an emotional reaction.  It can have an influence on our mood, feelings and behaviour. So choosing wrapping paper and all the trimmings with thought and meaning can make the moment of receiving a gift filled with joy and happiness.

According to a study that was published 15 years ago by Daniel Howard, professor of marketing at Southern Methodist University in Dallas “Gift wrapping, through repeated pairing with joyous events in people’s lives, has utility in cuing a happy mood which, in turn, positively biases attitudes.”

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