Prior to deciding to select what you think is the perfect color off Pantone Colour Chart, stop for a second and consider your audience. This is especially important if you’re marketing or selling globally as an alternative to locally. You see, different colors have different meanings to different people. If you’re not familiar with the cultural significance of any certain color the merchandise, brand, or identity you’re promoting could end up failing before it comes with a possibility to remove! Let’s take a closer look at the cultural significance of color by two of today’s emerging economies.
In China, the color red is perhaps the most important. No where could this be color more prominent than in the Chinese flag. Representing good fortune and joy, red is among the most used colors during Chinese holidays and family gatherings. Also, it is the hue chinese people associate with fire, one of the five elements its people believe create everything that exists in nature.
Interestingly, whilst the color black in Western culture represents mourning, the symbolic color for mourning in China is white. Yellow will be the color the Chinese associate with another in the five elements, our planet, and thus, this color represents royalty.
In India, colour red represents something quite different: Purity. That’s as opposed to Western cultures the location where the color white is commonly used to symbolize purity. Indian brides traditionally wear red gowns and when married their foreheads are adorned using a red dot or tikka, the symbol of commitment. Because the wedding represents 81dexrpky beginning of a union of two individuals, the hue red also symbolizes fertility and prosperity. The colour green represents the harvest or a new beginning and, like America, green is symbolic of nature. In India green can also be the colour used to honor Islam.
As fashionable as green is, don’t make use of it if you are considering doing business with Indonesian people. That’s because in Indonesia, green can be a forbidden color. In countries with dense jungles like those in South America, green represents death. But in between East, green is definitely the color of luck. In Iran, blue symbolizes immortality and then in Saudi Arabia, yellow represents reliability and strength.
Color has tremendous cultural significance and selecting a bad color can spell disaster. So don’t whip out your Pantone color system and randomly choose. Instead, know your audience and then make sure you do your research!