Before you select what you believe is the best color off Pantone Colour Books, stop for just a moment and consider your audience. This is particularly important if you’re marketing or selling globally as an alternative to locally. The thing is, different colors have different meanings to different people. If you’re brand new to the cultural significance of a certain color the product, brand, or identity you’re promoting might end up failing before it has a possiblity to remove! Let’s take a closer look with the cultural significance of color in just two of today’s emerging economies.
In China, the colour red could very well be the most significant. No where is it color more prominent than about the Chinese flag. Representing good fortune and joy, red is amongst the most used colors during Chinese holidays and family gatherings. Also, it is the colour chinese people associate with fire, among the five elements its people believe create exactly what exists naturally.
Interestingly, as 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 of your five elements, the Earth, and as such, this color represents royalty.
In India, the hue red represents something quite different: Purity. That’s as opposed to Western cultures where the color white can be used to represent purity. Indian brides traditionally wear red gowns and when married their foreheads are adorned with a red dot or tikka, the symbol of commitment. For the reason that wedding represents 81dexrpky beginning of your union of two individuals, the colour red also symbolizes fertility and prosperity. The hue green represents the harvest or even a new beginning and, as with America, green is symbolic of nature. In India green can also be the colour employed to honor Islam.
As common as green is, don’t use it if you are considering using the services of Indonesian people. That’s because in Indonesia, green is actually a forbidden color. In countries with dense jungles like those who work in Latin America, green represents death. But in between East, green is definitely the colour of luck. In Iran, blue symbolizes immortality and then in Saudi Arabia, yellow represents reliability and strength.
Color has tremendous cultural significance and selecting the incorrect color can spell disaster. So don’t whip from the Pantone color system and randomly choose. Instead, know your audience and make sure you do your homework!