momaumbrella

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…