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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 color says a lot about who we are and that the questioner will immediately understand its meaning.

But colors, like words, have no universal meaning. We all have different reactions to different tones and shades depending on how and where we grew up, our past experiences with it and our own set of preferences – which, like children, can change inexplicably.

The fact is that colors have a lot of meaning – but that meaning varies drastically between languages, cultures and national borders. If you’re aware of some of these differences, you’ll be able to avoid awkward cultural blunders when referring to and using colors among colleagues, friends, and clients—and it’ll help you market your product effectively. global.

Below, a simple guide to five colors around the world.

WHITE AND BLACK

In Western cultures, black is associated with death, evil and eternity. In some Eastern cultures, however, it often carries the opposite meaning; in China, black is the main color for young boys and is used in celebrations and joyful events.

White, on the other hand, symbolizes age, death and misfortune in China and many Hindu cultures. However, in East and West, white usually represents purity, holiness and peace.

RED

Red is one of the most powerful colors and its meanings in most cultures are deep:

• china – Celebration, courage, loyalty, success and luck, among others. It is often used in ceremonies, and when combined with white, signifies joy.
• Japan – Traditional color for a heroic figure.
• Russia – Representative of the time of communism. For this reason, it is recommended to be extremely careful when using this in Eastern European countries.
• India – Cleanliness, so wedding suits are often red. Also color for married women.
• United States – Danger (think “red light!”) and used in combination with other holiday colors, such as Christmas (green) and Valentine’s Day (pink).
• Central Africa – Red is the color of life and health. But in other parts of Africa, red is a color of mourning and death. To honor this, the Red Cross changed its colors to green and white in South Africa and other regions of the continent.

blue

Blue is often considered the “safest” global color, as it can represent anything from immortality and freedom (the sky) to purity (in Colombia, blue equates to soap). In Western countries, blue is often seen as a conservative, “corporate” color.

However, be careful when using blue to address highly devout audiences: the color has significance in nearly every major world religion. For Hindus, it is the color of Krishna and many of the gods are depicted with blue skin. For Christians, blue evokes images of Catholicism, especially the Virgin Mary. Jewish religious texts and rabbinical sages have noted that blue is a holy color, while the Islamic Qur’an refers to evildoers whose eyes are bright with fear as زرÙ,yellowwhich is the plural of Azraqor blue.

GREEN

Until natural food companies started marketing green drinks as healthy and good tasting, many Westerners thought green food was poisonous. Today, green is considered a more positive color. American retailers are using the environmental movement to sell environmentally friendly goods, often using green-themed packaging or advertising campaigns to show a product’s compliance with “green” standards. Not so in China and France, where studies have shown that green is not a good choice for packaging.

ORANGE

If the Dutch have anything to say about it, the World Cup will be flooded with a lot of orange this summer. (Orange is the national color of the Netherlands and the uniform color of the country’s famous soccer team.)

However, on the other side of the world, orange has a slightly more sober meaning: within Hinduism, orange has religious significance as the color for Hindu swamis. Throughout Southeast Asia, Theravada Buddhist monks also wear orange robes.

So before your inner child enthusiastically talks about your color preference with foreign friends or colleagues, you might want to learn more about that color and its cultural significance. Also, be aware of color choices as they relate to your company’s campaign copy and graphics – whether it’s printed collateral, a website or ad campaign. Know your target market and their respective color conventions so you don’t inadvertently send the wrong message.

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