How to use colors to boost conversions in your Black Friday ads

September 30, 2022

Black Friday is a major event for advertisers, with consumers eagerly anticipating the sales and deals that are offered during the event.

As a result, it is important for advertisers to ensure that their Black Friday ads stand out and effectively grab the attention of consumers.

One way to do this is by carefully selecting the colors used in the ads.

When it comes to Black Friday ads, it is generally best to be conservative and stick to what works, and this also applies to the use of colors.

But just because something works, doesn’t mean it’s the best way.

Let’s take a closer look at colors and how to use them to boost conversions in your Black Friday ads!

Are you instead looking to generate leads during Black Friday? Read this blog.

For Black Week only a very few color combinations perform better than Black & Yellow

Black and yellow is an iconic color combination during Black Friday because almost every brand uses that color scheme in some way.

However, it’s worth noting that there are a few color combinations that perform better than black and yellow during Black Week.

For example, we found that a combination of black and orange may be more effective, as may the use of black and white.

We highly suggest considering these options, especially if you want to distinguish your brand from the herd of black and yellow ads that will be flooding consumers' Facebook feeds.

It is also important to avoid certain color combinations, such as green and black, which perform 32% worse than black and yellow.

On top of that, black and yellow can sometimes be seen in ads that are more “Green Friday”, which more people are now beginning to run.

So it might not be the best to try and be “different” in this specific case.

What’s also interesting is that all other color combinations performed 65% worse than black and yellow on average!

This highlights the risk of trying out new and untested color schemes during Black Friday, as consumers are scrolling quickly and need to be able to quickly identify Black Friday ads.

Colors are an effective way to convey the message that an ad is related to Black Friday, so it is important to use colors that consumers will easily associate with the event.

So try to stick with black and yellow if you can for better performance out of your ads.

When choosing colors for your ads, it's important to consider not only the color combinations, but also the brightness of the colors (light, neutral, dark).

You might be inclined to think that the lighter the colors in your ads, the better they will perform. 

However, our research suggests that this may not be the case.

Dark content is typically performing the worst - Unless it's "Black Month”

Usually, dark content, or content that uses mostly dark colors, is typically not as effective at converting consumers as light or neutral content.

This is likely due to the fact that dark content can be more difficult to read and can feel oppressive or heavy, making it less appealing to consumers.

However, during Black Month, the performance of dark content is reversed.

During this time, dark content has been shown to perform significantly better than light content, with some research indicating that it can even perform twice as well.

This is likely due to the fact that consumers expect Black Friday ads to be dark and are more likely to recognize and identify Black Friday sales if the content is dark.

A quick warning however: While it can be highly effective at boosting conversions during Black Month, it is important to ensure that it is not too difficult to read.

If you are looking to increase performance during Black Month, experimenting with dark content might be a good idea.

Although dark content tends to perform well during Black Month, vibrancy is another factor to consider when choosing colors for your ads.

On another note, when running Black Friday ads, it's always a good idea to include relevant information such as the old price, and the discounted price, so your ad viewers will instantly know whether or not they're interested in your deal!

And the good news is that Confect makes it extremely easy to design and edit your collection ads to include this type of relevant information.

Vibrant colors convert 35% better than muted colors during Black Month

Vibrant colors, or bright and eye-catching neon colors, are highly effective at grabbing the attention of consumers and helping to boost conversions.

During Black Month, or November, vibrant colors have been shown to convert 35% better than muted or pastel colors(Pastel colors are typically colors that look faded and have a softer effect on the eye).

This is likely due to the strong contrast that vibrant colors provide, making them easy to notice and stand out in a sea of black and yellow ads.

In addition to their ability to grab attention, vibrant colors are also effective at conveying the message that an ad is related to Black Friday or Black Week.

This is especially important during the busy shopping season, when consumers are scrolling through their feeds quickly and need to be able to quickly identify Black Friday ads.

By using vibrant colors, advertisers can effectively remind consumers that their ad is related to the event and encourage them to take action.

It is worth noting that the use of vibrant colors should be balanced with caution.

While they can be highly effective at boosting conversions, it is important to use them in moderation and ensure that they do not distract from the main message of the ad.

One thing you could do is write your main message of the ad in a vibrant color, and leave the rest alone.

By carefully considering the use of vibrant colors in your Black Friday ads, you can effectively grab the attention of consumers and boost conversions.

Try to stay away from muted & natural colors and stick to vibrant colors for a better conversion rate.

Use these color tips for your next Black Friday ads

When it comes to selecting colors for your Black Friday ads, it is generally best to be conservative and stick to what works. Black and yellow is a tried and tested color combination that is sure to be effective.

However, a combination of black and orange or black and white may also perform well. Avoid using green and black or other untested color combinations, as these may not be as effective.

It is also important to use dark content and vibrant colors to grab the attention of consumers and effectively convey the message that an ad is related to Black Friday.

As always, remember to do your own testing and check your own results, as every industry/business is different!

More to read

This article focuses on the impact of colors on conversions during Black Friday. Learn to make the most out of the next Black Month with the following insights:

Data section

The dataset from this article is based on 215M impressions and 6K pieces of individual content on Meta (Facebook) platforms. It takes into account data from all countries and industries, with the campaign objective of Conversions. The period is from 1. November 2021 - 30. November 2022. 

Numbers are looking at correlation only, not causation. Remember to check your own data: numbers for different brands, industries, and contexts will vary.

If you were intrigued about a specific insight, you can go in-depth into the various dimensions and how data can be segmented in Confect,  here.