Cross-cultural differences in colour meanings are sometimes the least of our worries when communicating internationally. I have just finished off an article which is to appear in the next edition of Winning EDGE magazine for the Insitute of Sales and Marketing. In it, I caution marketers to know their target audience as different cultures ascribe various meanings to colours. How easy is it to convey the wrong meaning by getting colour choice wrong? 

White in the west symbolises brides, angels, good guys versus funerals and death in the East; black in the West symbolises death, funerals and bad guys versus a colour for young boys in China and restoring balance in Chakra energy (Indian medicine). Then I went on a hunt to find out more. This is what I found out…

Why is it that serious attempts at sharing knowledge across
cultures frequently end in frustration, disappointment and a sense of aggrievement on all sides?

The problem is that people from different cultures have fundamentally different beliefs about the proper roles of bosses and subordinates, teachers and students, and even about the nature of knowledge itself.

I recently had the pleasure of being interviewed by Ann Fox of Absolutely Intercultural! And, being two interculturalists, we had LOTS to talk about. In this first part podcast Ann is asking me about intercultural communication and my speciality – how to shape your message when presenting to an international audience. Click on the link to find out more: how to present to international audiences.

Talking to Ann Fox about her award winning audio blog site www.absolutely-intercultural.com was extremely interesting. Check out the site and see what a range of people and topics ther are on offer.

An Emotional Appeal

Have you ever negotiated with an Italian?  The experience I had was very much like attending an opera.  Of course there is always a tragic story that you need to know before the negotiation starts. And the person you are negotiating with is the victim …. Unless you help.  The overture starts and the scene is set.  He rises before you, the room is dark, the people sombre. The first act will begin. The negotiator expresses his heartfelt sorrow over the situation, his despair; he shows you pictures of his children, and tells you how they will suffer if things do not work out for him in his work.  Only you can help. He then goes into his second act with a higher-pitched voice, and his arms starting to swing as he shows you their agony through his voice and face and intonations. Then the negotiation story reaches a climax with his needs or plea to you, however outrageous it may be. He stops, checks to see if he has totally lost you, and then slowly lets you down to rest. The story is over. He sits down. He pulls out a cigarette and takes a long draw from it. He wipes his brow. And you are left to ponder his tragic case.”

  Excerpt from Dr. Tracy Willen’s book
“International Business: A basic guide for women”

• Treat business card giving with more respect.
• Your card is your ambassador; a cheap and nasty one says the same about you. A poorly designed and badly printed card will help to make you appear cheap and nasty too. Invest in decent cards.
• If you don’t already, start to carry business cards everywhere you go.
• Carry spare business cards in your bag, briefcase, and even in the glove compartment of your car.
• Keep your cards in a particular pocket or the same place in your bag so that you can retrieve one without difficulty. Put all ‘incoming cards’ into a different pocket or a different place in your bag.
• Consider putting your photo on your card – it helps people remember you when they flick through their card collection. Rather than a boring head and shoulders shot, use something that shows you being active or doing your job.
• How about including on the back of your card, a brief summary of what results you or your company provides its customers? In other words, sell the benefit and emphasise the pain that you provide the solution to.
• Add “We met at…” This allows you or the recipient of the card to add details of your meeting. This can help your contacts remember you more clearly.
• If you perform a number of different job functions – have different cards. If you are self-employed, rather than including what you do – just use your name. Your card will have wider usage.
• Perhaps include on the back too. “Please keep this card for reference or pass on to a colleague”.
• If someone is particularly interesting when you meet them ask for two cards. 
• Discard any out of date business cards and have new ones designed and printed.

Source: my thanks to Roy Shepard www.royspeaks.com and his excellent book “Meet, Greet & Prosper”

Find more information about cross cultural differences in the exchange of business cards by clicking on the following links:

Top Ten Tips on passing business cards with cultural fluency

Japan: everything you need to know about business card ‘meishi’ etiquette

U.S.,  Britain, Australia: Business Card Etiquette

The art of business card giving: an East West perspective

My previous two blogs have focused on the etiquette and rituals
surrounding (or not) the exchange of business cards in the Far East and in passing cards with cultural fluency. This blog focuses on How and when to offer your business card when you do business in the Anglo-Saxon countries.

It seems a really strange topic for someone in the UK to read/write about it because we almost don’t care and aren’t bothered – we just ‘toss’ them around and ’dish’ them out as and when required without much thought. It’s a very informal gesture – but – that informality has a MUCH deeper meaning…

In the global commercial world you can’t survive without a business card. A business card is the thing that consolidates ‘who you are’, gives you a ‘proper’ identity and tells the world that you are ‘open for business’. However, people around the world project different meanings on the exchange of cards doing it, therefore, in different ways.

In some cultures, the exchange symbolises the beginning of a relationship. The most ritualistic and sensitive to the practice of business card exchange are the Asian countries (Japan and Korea in particular). Perhaps the least are the British/US/Australians where NO significance whatsoever is attached to the exchange – it’s merely a function of giving someone your details – a reminder.

If you want to ensure that you don’t offend, read the Top Ten Tips below and the special section on Japan and the other on US/Britain. Instructive and comical videos included:

For those in Asian countries, the exchanging of
business cards is symbolic; it symbolises the beginning of a relationship. In Japan, meishi koukan is so important they even have an etiquette for it. If travelling to that part of the world, ensure that you have a vast amount of cards with you (read below to understand why) as people formally present cards at the beginning of every first meeting. This is exceedingly important if you are on an extended business trip.

Read the tips below to understand what is involved with business card etiquette and then watch the selection of videos that I’ve come across online that teach the novice how to exchange a card. If the card exchange goes badly, well… not much hope for any successful business relationship in the future!

 Many people ask whether humour travels – sometimes it does, but more often than not it gets seasick on the way. Here are 10 things to consider on the topic of intercultural humour:

1. Humour gets rather seasick when it travels! Don’t be surprised if foreigners don’t laugh at your jokes
2. Each culture has its own sense of humour. Be aware of the types of humour appreciated by various cultures; irony, slapstick, linguistic, etc.
3. Some cultures have humour that seems infantile to others, or even grotesque!
4. Most cultures have a ‘type’ or a nation who are the butt of their jokes. Ask about that when you are on your travels.
5. Humour can be about nuances which are too subtle for other cultures
6. Humour often involves wordplay and colloquialisms
7. Different cultures have preferences for humorous topics; family, mother-in-law, politics, religion, sexist, blondes, etc. Be aware that what is acceptable in one culture is often very offensive in another. Listen and learn!
8. Some cultures use humour to diffuse tense situations
9. The ability to laugh at oneself is appreciated in some people, but astonishes others. How can you belittle yourself?
10. Don’t start your business presentation with a joke unless you are certain this is acceptable.  Many cultures believe it shows disrespect and demeans the event.

If you want to do international business on the web, consider the impact of culture on the understanding, interpretation, and use of your web-site. Things like colour, content, language, and even the tools we use are not accepted around the world in the same way – there are cross cultural differences. Here are just a few things to consider: