Colors are not only an essential part of design, but they also often carry a deep cultural significance that can vary from region to region. For a designer in the West, pitfalls that arise when working with certain colors in international brand messages are often not immediately apparent. In an increasingly globalized world, it is therefore essential to understand the cultural connotations of colors. This guide is intended to serve as an introduction to this topic.
The Psychology of Colors and Their Global Perception
Yellow – Sun and Optimism
Yellow is almost universally associated with positive attributes. In Western cultures, it represents happiness and optimism, while in Japan it symbolizes courage. However, caution is sometimes advised: in regions like parts of Mexico, a bright yellow can be associated with death, or in some Slavic cultures, yellow gifts may be considered bad luck. It's also important to note that yellow is often associated with danger, as it is frequently used in warning signs.
Green – Nature and Freshness
Green is the color of nature and is often associated with freshness and new beginnings. In Ireland, green is even a national color, symbolizing luck (think of the shamrock). However, in some Far Eastern cultures, green can also evoke negative associations like infidelity. A very specific example is China: a man wearing a green hat signals that his wife has committed adultery.
Red – Passion and Love
Red is perhaps the most polarizing color in the spectrum, having the most significant impact on human emotions. While it symbolizes passion, love, and energy in many Western countries and often carries positive associations in Asian cultures, extreme caution is advised in some African countries. Here, red is often associated with death and danger, or, as in Nigeria, with aggression.
Blue – Trust and Calm
If you ask someone about their favorite color, there's a high chance you'll hear "blue." Blue is one of the most popular colors worldwide and is often associated with trust and stability. In India, blue is associated with the deity Krishna and thus with love and divine joy. Compared to all other colors on the spectrum, blue is one of the safest choices. It is positively associated in almost every culture, making it a color you can use without hesitation.
Orange – Energy and Creativity
Orange is a vibrant and fruity color that stimulates energy and creativity. It is a popular choice in the Netherlands ("Oranje"), where it is closely associated with the royal family, as well as in Buddhist traditions, where it is connected with the highest enlightenment. In Hinduism, saffron, which has a delicate orange color, is considered sacred. Like blue, orange is a very safe color choice when it comes to avoiding negative associations in other cultures. Orange has positive connections in almost every culture.
Purple – Luxury and Spirituality
Purple has a long association with nobility and luxury, not least because of its rarity in nature. For a long time, only the wealthiest and most powerful people could afford this color. This connection with luxury persists in many cultures to this day. It is also a color used in religious contexts to symbolize spirituality and piety. In the United States, the Purple Heart is the oldest military award still given out. However, caution is sometimes advised: in some cultures, such as in Thailand and Brazil, purple is associated with mourning. This is also partially the case in the United Kingdom.
White and Black – Opposites in Symbolism
White is often associated with purity and innocence, particularly in Western cultures. Black often symbolizes mourning for us. In Asian cultures, this is often reversed: white is often worn at funerals in China and South Korea. In Africa, black can stand for wisdom and sophistication. Generally, these associations are highly context-dependent.
Conclusion
Understanding the cultural significance of colors can help designers communicate brand messages more accurately. It's not just about choosing aesthetically pleasing colors, but also considering the emotional and psychological impact on an international audience. Using colors incorrectly or thoughtlessly can cause significant damage to a brand. However, using them wisely can send precise and intuitive signals to users and customers.