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It’s a Colorful World: The Meaning of Color Across Borders

As children, we are often asked “what is your favorite color?” We believed that our choice of colors said a lot about who we are, and that the interviewer would immediately understand what it meant.

But colors, like words, do not have a complete meaning. We all have different reactions to different colors and shades based on how and where we grew up, our past experiences, and our preferences – which, like children, can change inexplicably.

The truth is that colors have many meanings – but these meanings vary widely across languages, cultures, and national boundaries. If you know some of these differences, you will be able to avoid embarrassing cultural mistakes in naming and using brands among your friends, colleagues, and customers – and it will help you sell your products better in international markets.

Below, a simple guide to five different countries around the world.

BLACK & WHITE

In Western cultures, black is associated with death, evil, and eternity. However, in some Eastern cultures, it often has a different meaning; in China, black is the signature color for young boys, and it is used for festivals and happy events.

On the other hand, white symbolizes age, death, and misfortune in China and many Hindu cultures. In both East and West, however, white symbolizes purity, holiness, and peace.

RED

The color red is one of the most powerful colors, and its meanings in many cultures run deep:

• China – Happiness, courage, loyalty, success, and luck, among others. Often used in meetings, and when combined with white, it shows happiness.
• Japan – The traditional style of a well-known person.
• Russia – Representative of the Communist era. For this reason, it is recommended to be very careful when using this in Eastern European countries.
• India – White, so wedding dresses are usually red. Also the type of married women.
• United States – Danger (think “red light!”) is used to combine other colors for holidays, such as Christmas (green) and Valentine’s Day (pink).
• Central Africa – Red is the color of life and health. But in some parts of Africa, red is the color of mourning and death. In honor of this, the Red Cross changed its colors to green and white in South Africa and other parts of the continent.

BLUE

Blue is often considered a “safe” universal color, because it can represent everything from immortality and freedom (heaven) to cleanliness (in Colombia, blue is synonymous with soap). In the West, blue is often seen as a standard, “corporate” color.

However, be careful when using blue when speaking to deeply religious people: the color has significance in almost every major religion in the world. For Hindus, it is the color of Krishna, and many deities are represented by blue skin. For Christians, blue evokes Catholic images, especially the Virgin Mary. Jewish religious texts and rabbinic sages consider blue a sacred color, while the Islamic Qur’an refers to evildoers whose eyes are filled with fear as زرÙ,zurqwhich is the sum of azraqor blue.

GROUNDS

Until the natural food industry started marketing green drinks as healthy and delicious, many people in the West thought that green food was poisonous. Today, green is considered the best color. American retailers are using the environmental movement to sell eco-friendly products, often using green products or advertising to show that the products follow “green” standards. Not so in China and France, where studies have shown that green is not a good choice for CDs.

ORANGE

If the Dutch have anything to say about it, the World Cup will be full of oranges this summer. (Orange is the national color of the Netherlands and the uniform color of the famous soccer team.)

On the other side of the world, however, orange has a much smaller meaning: within Hinduism, orange has religious significance as the color of Hindu swimmers. Throughout Southeast Asia, Theravada Buddhist monks also wear orange robes.

So before your inner child enthusiastically talks about your favorite brand to friends or outsiders, you may want to know more about the brand and its culture. Also, be aware of color choices as they affect your company’s visual appeal – whether it’s printed collateral, a website, or an advertising campaign. Know your target market and their brand values ​​so you don’t accidentally send the wrong message.

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