Prior to deciding to select what you think is the ideal color off Pantone Colour Chart, stop for a moment and consider your audience. This is especially important if you’re marketing or selling globally instead of locally. The truth is, different colors have different meanings to various people. If you’re unfamiliar with the cultural significance of the certain color the merchandise, brand, or identity you’re promoting could end up failing before it comes with a possiblity to take off! Let’s take a good look at the cultural significance of color by two of today’s emerging economies.
In China, the colour red could very well be the most important. No where could this be color more prominent than on 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 the Chinese 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 may be the color the Chinese associate with another of the five elements, the Earth, and thus, this color represents royalty.
In India, 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 as soon as married their foreheads are adorned having a red dot or tikka, the symbol of commitment. Because the wedding represents 81dexrpky beginning of the 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 in America, green is symbolic of nature. In India green is also the colour accustomed to honor Islam.
As popular as green is, don’t apply it if you plan on doing business with Indonesian people. That’s because in Indonesia, green is actually a forbidden color. In countries with dense jungles like those who work in South America, green represents death. But in between East, green will be 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 the wrong color can spell disaster. So don’t whip from the Pantone color system and randomly choose. Instead, know your audience and make sure you perform your due diligence!