Before you decide to select what you think is an ideal color off Pantone Colour Chart, stop for just a moment and consider your audience. This is particularly important if you’re marketing or selling globally rather than locally. You can see, different colors have different meanings to various people. If you’re not familiar with the cultural significance of the certain color the product, brand, or identity you’re promoting might end up failing before it has a opportunity to explode! Let’s take a close look in the cultural significance of color in 2 of today’s emerging economies.
In China, the color red is perhaps the most important. No where is this color more prominent than on the Chinese flag. Representing good fortune and joy, red is amongst the most used colors during Chinese holidays and family gatherings. It is also the color chinese people associate with fire, one of the five elements its people believe create everything that 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 from the five elements, the Earth, and thus, this color represents royalty.
In India, the colour red represents something quite different: Purity. That’s unlike Western cultures where the color white can be used to symbolize purity. Indian brides traditionally wear red gowns and once married their foreheads are adorned with a red dot or tikka, the symbol of commitment. Since the wedding represents 81dexrpky beginning of any union of two individuals, the hue red also symbolizes fertility and prosperity. The hue green represents the harvest or possibly a new beginning and, as in America, green is symbolic of nature. In India green is also the hue employed to honor Islam.
As popular as green is, don’t use it if you are considering doing business with Indonesian people. That’s because in Indonesia, green is a forbidden color. In countries with dense jungles like individuals in South America, green represents death. But in the Middle East, green is definitely the hue 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 wrong color can spell disaster. So don’t whip from the Pantone color system and randomly choose. Instead, know your audience and then make sure you research your options!