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The Different Meanings of Marketing with Color

As more and more businesses shift their operations from a local to a more global approach, it is important to consider the effect of certain marketing techniques. An online presence, professional brochures, business cards, and outstanding customer service all play a role in domestic and international success, but what are some considerations specific to marketing internationally?

Color is a very important consideration for overseas marketing. Could the colors used in your marketing strategies actually determine your success? The answer is “yes.” The reason is that some colors are valued for marketing purposes in the U.S., while different colors hold special significance for brands in other countries. Here is a list of popular colors used in the marketing world and what they represent in other countries.

White:

White, the most commonly used color in the United States (representing peace and purity) should be avoided when used in China, India, Japan, and other Eastern cultures, as it represents death and mourning.

Red:

While the color red in the United States can either represent danger or love, it is a celebrated color in China and India, where it represents good luck, prosperity, wealth, and love.

Pink:

Pink is generally a safe color to use, as it represents femininity and love in most countries. The color pink is also used to represent trust in Korea.

Yellow:

While yellow tends to mean happiness in the U.S. and is seen as a sacred color in China, it is generally advised to avoid using it in countries such as Egypt, Burma, and Greece, as it represents sadness and mourning in those countries.

Green:

The color green should be avoided in South America as it represents death. In Indonesia, the color green is traditionally a forbidden color derived from a tale [PDF] of the Indonesian seas. However, in countries such as the United States, China, and Japan, green is generally considered a lucky color and is worth using in marketing to those countries.

Blue:

Blue is generally the safest color to use worldwide, as it tends to portray a calming feeling over audiences in the western world and is used as a color of immortality in the eastern world. Avoid using it in Korea and Iran, however, as it tends to represent mourning in those countries.

Purple:

The color purple normally tends to signify royalty and wealth in most countries; however, in Brazil, it is the color of mourning and death.

Black:

In most western cultures, the color black is normally used to represent a darker tone often related to death and mourning; however, in the eastern world it represents wealth and prosperity. Avoid using this color in India and the Middle East, since it represents evil in those countries.

Brown:

While brown is a very neutral and comforting color in the western world, it is the color of mourning in India.

When deciding to market your business overseas, make sure you understand the impact of various marketing choices, especially related to color. A little easy research can help you avoid costly marketing mistakes.

How do you use color as a part of your marketing strategy? What impact does color have on the success of your brand? Let us know your thoughts in the comments!

Nisar_Nikzad

NISAR NIKZAD

Nisar, the dynamic force behind Translation Excellence, stands tall as its founder and CEO. This isn’t just any company—it’s a global heavyweight in boutique language services. Hailing from the vibrant city of Kabul, Afghanistan, Nisar brought his passion and expertise to the U.S. shores in 2001. In the realm of languages, he’s a titan. With 19 years under his belt, he’s worn hats from a linguist and instructor to a cultural bridge-builder and curriculum craftsman.

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