Symbolising Culture

The role colour plays in cross-cultural branding

The meaning of subtle symbols like smiles and colours varies between Asian and Western cultures.
Marketers would be wise to keep these distinctions in mind when launching global campaigns.

Select a colour
love
adventure
happiness
royal
warmth
power
luck
progressive
high quality
ambition
expensive
authority
pleasant
lust
good taste
jealousy
purity
envy
sincere
sin
desire
fear
trustworthy
danger
dependable
anger
C
China
G
Germany
I
India
J
Japan
UK
UK
US
USA

Source: Journal of Marketing Communications.

J
US
J
C
J
US
C
J
US
J
C
US
G
UK
US
C
US
C
I
C
US
C
UK
US
US
J
G
G
UK
C
I
J
G
UK
US
C
J
J
I
J
G
C
J
US
UK
US
C
UK
US
J
G
UK
RED
YELLOW
GREEN
BLUE
PURPLE
Your browser does not support the HTML5 canvas tag. Your browser does not support the HTML5 canvas tag. Your browser does not support the HTML5 canvas tag. Your browser does not support the HTML5 canvas tag. Your browser does not support the HTML5 canvas tag. Your browser does not support the HTML5 canvas tag. Your browser does not support the HTML5 canvas tag. Your browser does not support the HTML5 canvas tag. Your browser does not support the HTML5 canvas tag. Your browser does not support the HTML5 canvas tag. Your browser does not support the HTML5 canvas tag.