Colours play a huge role in branding, marketing and illustration. They can convey feelings, create connections and influence the way we see things. It is important for artists, designers and companies to understand what colours mean in different cultures in order to convey the right message and create a lasting impact. A colour that signifies trust in one culture may symbolise danger in another. In advertising in particular, brands also differentiate their designs for different countries in order to be able to respond to cultural preferences and differences.
Red: Passion, Danger, and Luck
Western Cultures: In many Western cultures, red is associated with passion, love, and energy. It can also represent danger and anger. Red is used to grab attention, as seen in advertising or traffic signals.
Chinese Culture: In China, red is a symbol of luck, prosperity, and success. It is used in celebrations like weddings and Chinese New Year, often in the form of red envelopes with money to wish for good fortune.
Indian Culture: In India, red signifies fertility, prosperity, and marriage. Brides often wear red, as it is considered auspicious and brings blessings.
Blue: Calm, Spirituality, and Grief
Western Cultures: Blue is associated with calmness, peace, and trust. It symbolizes the sky and the sea, evoking a sense of freedom and tranquility.
Japanese Culture: In Japan, blue also represents spirituality and purity. It can be seen in traditional art forms like calligraphy and flower arrangements. It is also linked to mourning, though not as strongly as in Western cultures.
African-American Culture: In African-American culture, blue is tied to sadness and resilience.
Green: Nature, Renewal, and Misfortune
Western Cultures: Green symbolizes nature, growth, and renewal. It represents the spring season and is often linked to health and prosperity.
Islamic Culture: In Islam, green is a sacred color, representing paradise and closeness to God. The Prophet Muhammad often wore green, and it is a significant color in Islamic art and architecture.
Vietnamese Culture: In Vietnam, green can symbolize misfortune, as it is linked to spirits and darkness in certain contexts.
Yellow: Joy, Envy, and Risk
Western Cultures: Yellow is commonly associated with joy, sunshine, and optimism. It is a color of energy and is used in advertising to create a sense of happiness.
Indonesian Culture: In Indonesia, yellow is associated with envy and jealousy. It can have a negative connotation, especially in rituals or certain social contexts.
African Cultures: In many African cultures, yellow represents wealth, prosperity, and enlightenment. It is also seen as a color of positive change and progress.
Black: Power, Death, and Elegance
Western Cultures: Black is the color of mourning and death in Western cultures. It symbolizes the end, darkness, and grief. However, it is also associated with elegance and formality, particularly in fashion.
African Cultures: In many African cultures, black symbolizes power, respect, and authority. It is often worn by leaders or royalty to assert their position.
Chinese Culture: In China, black represents the concept of Yin (the feminine principle) and is linked to spiritual and philosophical meanings. It can also symbolize bad luck or disharmony in certain contexts.
Conclusion
Colours are more than just what we see; they are connected to culture, history and traditions. For branding and illustration, it is important to know what colours mean in different cultures. A colour that is seen as good in one culture may be negative in another. When companies and creatives understand this, they can better connect with people around the world and make sure their message is clear. By thinking about the cultural meaning of colour, brands can build a strong identity, trust and emotional connections with their audience.
Resources
cieden.com – book/sub-atomic/color/color-symbolism-and-meanings
summalinguae.com – language-culture/colours-across-cultures
toppandigital.com – translation-blog/colour-culture-similarities-differences
atmos.earth – over-the-rainbow-color-perception-science design4users.com – design-for-diversity-of-cultures-perception-of-colors
