Colors do have the power to invoke emotion, whether it is positive or negative. However, when used in conjunction with other elements such as textures (specifically visual or perceived texture) and shapes also play a large role in appealing to consumers. The combination of colors is also used to quietly associate the brand with well known positive ideas such as country flags and colors used in nature. People respond well to familiar objects and feel better connected. They are more likely to associate the product with positive emotions when it reminds them of something they already like. Colors can also be used to be a part of a theme, like how around Christmas and other holidays certain colors are used to create a seasonal spirit.