An understanding of cultural color and symbolism is essential to anyone doing business with other countries and other societies. These associations with color have been a part of many societies for centuries and you must be aware of both the positive and the negative implications of using particular colors when marketing to these societies.
With the advent of the World Wide Web, there is a narrowing of the differences in meanings of colors between different cultures and countries; however, if you are marketing to a particular ethnic group it is wise to take into account their color associations to maximise your impact. By mixing appropriate amounts of different colours however you can often neutralize inherent negative cultural connotations.
This is a basic list of some cultural color meanings throughout the world. It is by no means a comprehensive list. I suggest you do your own research about the country or culture you are working with, to establish what colors are currently acceptable. Times change and old associations may be slowly altered over the years.
Cultural Color Meanings of Red:
Western:
energy, excitement, action
danger
love, passion
a warning to stop
anger
Christmas combined with green
Valentine's Day
Eastern:
prosperity
good fortune
worn by brides
symbol of joy when combined with white
China:
the color of good luck and celebration
vitality, happiness, long life
used as a wedding color
used in many ceremonies from funerals to weddings
used for festive occasions
traditionally worn on Chinese New Year to bring luck and prosperity
India:
color of purity, fertility, love, beauty
wealth, opulence and power
used in wedding ceremonies
a sign of a married woman
also color of fear and fire
Thailand:
color for Sunday
Japan:
life
anger and danger
Cherokees:
success, triumph
South Africa:
color of mourning
Nigeria:
usually reserved for ceremonies
worn by chiefs
Russia:
associated with the Bolsheviks and Communism,
means beautiful in Russian language
often used in marriage ceremonies
Australian Aborigines:
represents the land and earth
ceremonial color
Hebrew:
sacrifice, sin
Christian:
sacrifice, passion, love
Cultural Color Meanings of Pink
Western:
caring and nurturing
love and romance
feminine
Eastern:
feminine
Europe:
feminine color
baby girls
Belgium:
pink is used for baby boys
Japan:
well-liked by both males and females
Thailand:
color for Tuesday
Korea:
trust
Cultural Color Meanings of Orange
Western:
affordable or inexpensive items
Halloween, combined with black
Eastern:
happiness
spirituality
Thailand:
color for Thursday
Ireland:
religious color for Protestants
appears on the Irish flag along with white for peace and green for Catholics
Netherlands:
color of the Dutch Royal Family
Hinduism:
Saffron, a soft orange color, is considered an auspicious and sacred color
Cultural Color Meanings of Yellow
Western:
happiness, joy
hope
cowardice
caution, warning of hazards and hazardous substances
Eastern:
sacred
imperial
China:
sacred
imperial, royalty
honor
masculine color
India:
sacred and auspicious
the Symbol of a Merchant
Thailand:
considered auspicious as the bright yellow flower "cassia fistula" is a national symbol.
represents Buddhism.
yellow is considered the royal color, the color of Monday which is the King's birthday
Egypt:
color of mourning
Burma:
color of mourning
Israel:
used to label Jews in the Middle Ages
Middle East:
happiness
prosperity
Japan:
courage
beauty and refinement
aristocracy
cheerfulness
Europe:
happiness, joy
cowardice, weakness
hazard warning
France:
jealousy
Greece:
sadness
Africa:
Usually reserved for those of high rank
Buddhism:
wisdom
Jewish:
yellow star badges of the Middle Ages and post war Germany and Poland
Cultural Color Meanings of Green
Western:
lucky color in most western cultures
spring, new birth, regeneration
nature and environmental awareness
color for 'go' at traffic lights
Saint Patrick's Day
Christmas combined with red
jealousy
greed
Eastern:
new life, regeneration and hope
fertility
China:
new life, regeneration and hope
fertility
disgrace - giving a Chinese man a green hat indicates his wife is cheating on him
exorcism
studies show it is generally not good for packaging
India:
the color of Islam,
hope, new beginnings
harvest
virtue
Thailand:
color for Wednesday
Japan:
eternal life
youthfulness
freshness
Indonesia:
a forbidden color
Ireland:
religious color for Irish Catholics
color symbol of Ireland - the Emerald Isle
France:
not good for packaging
North Africa:
corruption and the drug culture
Egypt:
hope
spring
Middle East:
color of Islam
strength
fertility
luck
Saudi Arabia:
wealth and prestige
South America:
death
USA:
money
jealousy
Cultural Color Meanings of Blue
Generally the safest color to use world wide
Western:
trust and authority
conservative, corporate
peace and calm
depression, sadness
"something blue" bridal tradition
masculine color
baby boys
Eastern:
immortality
China:
immortality
associated with pornography and 'blue films'
feminine color
India:
Lord Krishna
national sports color
Japan:
everyday life
Korea:
color of mourning
Thailand:
color for Friday
Belgium:
color for baby girls
Cherokees:
defeat, trouble
Mexico:
mourning
trust
serenity
Iran:
color of mourning
heaven and spirituality
immortality
Israel:
Coat of Arms
Egypt:
virtue
protection - to ward off evil
Middle East:
protection
Colombia:
associated with soap
US Politics:
liberalism
UK & European Politics:
conservatism
Religious Beliefs in Many Cultures:
Christianity: Christ's color
Judaism: holiness
Hinduism: the color of Krishna
Catholicism: color of Mary's robe
Cultural Color Meanings of Purple
Western:
Royalty
spirituality
wealth and fame
high ranking positions of authority
Military Honor (Purple Heart)
Eastern:
wealth
India:
sorrow
comforting
Japan:
privilege
wealth
Thailand:
color of mourning for widows
color for Saturday
Brazil:
death and mourning
European:
Royalty
Catholicism:
mourning
death, crucifixion
Cultural Color Meanings of White
Western:
brides and weddings
angels
hospitals, doctors
peace - the white dove
purity and cleanliness
Eastern:
death, mourning and funerals
sadness
China:
death and mourning
virginity and purity
humility
age
misfortune
India:
unhappiness
symbol of sorrow in death of family member
traditionally the only color a widow is allowed to wear
funerals
peace and purity
Japan:
White carnation symbolizes death
Thailand:
white elephants are considered auspicious,
white symbolizes purity in Buddhism
Korea:
purity, innocence,
morality,
birth and death
Middle East:
purity
mourning
Cultural Color Meanings of Black
Western:
power, control, intimidation
funerals, death, mourning
rebellion
Eastern:
wealth, health and prosperity
China:
color for young boys
India:
evil, negativity, darkness
lack of appeal
anger and apathy
used to ward off evil
Japan:
color of mystery and the night
may be associated with feminine energy - either evil and a threat or provocative and alluring
Thailand:
unhappiness,
bad luck, evil
Judaism:
unhappiness,
bad luck, evil
Middle East:
evil
mystery
Africa:
Age and wisdom
Australian Aborigines:
ceremonial color
commonly used in their artworks
Cultural Color Meanings of Brown
Western:
down-to-earth, practical
comfortable
stable, dependable,
wholesome
China:
In Chinese Horoscopes brown is the color for earth
India:
Color of mourning
Nicaragua:
Sign of disapproval
Cultural Color Meanings of Magenta
Western:
Creative, innovative and artistic
Imaginative and outrageous
Loving, compassionate and kind
Encourages emotional balance
Spiritual yet practical
Non-conformist
Spain:
Official color of the Union Progress and Democracy political party
Netherlands:
Used by the Amsterdam based Magenta Foundation in support of anti-racism
