The Meaning of Color
Did you know that red is the most common flag color, showing up in 78% of national flags? Well, logos are the flags of the brands. They carry the values of the companies across the world. Because colors are powerful tools for communication and persuasion, they will make a strong impact on your audience. Therefore, they should be carefully weighted for marketing campaigns and branding strategies, especially when reaching an international audience.
This year 2023 witnessed one of the boldest rebranding as the cute little blue bird from Twitter mutated into a big black X logo leaving millions of users speechless. Whether you are taking your product global or you are creating your first-ever logo, you need to remain aware of how the color palette will make your audience feel – unlike Elon Musk (no offense, Elon). In this post we’ll discuss the cultural context of colors.
Blue is the world’s favorite color. When in doubt, add some blue! It is a color that generally evokes calmness, trust, reliability, or professionalism. Some examples of successful brands that use blue are IBM, Facebook, and Samsung. In Western cultures, blue is often used to communicate stability, security, or authority. No wonder blue is commonly used for corporate logos, banknotes, or uniforms. In Eastern cultures, blue symbolizes immortality, wisdom, or harmony. Blue can be a good color for marketing and branding if the goal is to create a sense of confidence, credibility, or quality.
Orange is vibrant and energetic, representing creativity, enthusiasm, and joy. In some Asian cultures, such as China and India, orange is associated with Buddhism and Hinduism, respectively. It symbolizes spirituality, wisdom, and sacredness. In the Netherlands, orange is the national color, representing the royal family and patriotism. However, in some parts of Africa and the Middle East, orange can also have negative connotations, such as aggression, conflict, or danger.
Red evokes strong emotions, such as passion, excitement, or danger. In Western cultures, red is often used to attract attention, stimulate appetite, or convey urgency. It is also the color of Christmas. For example, red is commonly used for sale signs, fast food logos, or emergency buttons. In Eastern cultures, red is a symbol of luck, happiness, prosperity, or celebration. For that reason, it is used for wedding dresses, envelopes with money, or lanterns during festivals. Use when your goal is to create a sense of energy, enthusiasm, or action.
Purple is a rare and mysterious color that can signify royalty, nobility, and luxury. In ancient times, purple dye was expensive and difficult to obtain, so only the wealthy and powerful could afford it. Purple is also associated with spirituality, magic, and mystery in many cultures. In Japan, purple is the color of privilege and was worn by aristocrats and court officials. In Thailand, purple is the color of mourning for widows. In Brazil, purple is also a color of sorrow and death.
Yellow is a color that evokes happiness, optimism, creativity, or warmth. In Western cultures, yellow is often associated with joy, fun, or positivity. In Eastern cultures, yellow represents royalty, power, or sacredness. For example, yellow is used for imperial robes, dragons, or buddhas. So Yellow is your color if you are trying to create a sense of cheerfulness, innovation, or friendliness.
White is a neutral and pure color representing innocence, peace, and cleanliness. In many Western cultures, white is associated with weddings, angels, and hospitals. It symbolizes purity, elegance, and freshness. However, in some Eastern cultures, white is the color of mourning and death. In China, white is the color of ghosts and unhappiness. In India, white is the color of widows and renunciation. In Korea, white is also a color of sadness and bad luck. White is not a very common color for branding, and it may not be suitable for every product or service. It may be seen as too bland, boring, or sterile by some consumers. It may also create a negative association with certain contexts, such as snow, ice, or hospitals. Consequently, using white strategically and intentionally is important to create the desired impression and response. It can create a perception of quality, sophistication, and exclusivity, which can appeal to a niche market that values luxury and elegance.
Green invokes nature, health, growth, or freshness. In Western cultures, green is often used to represent ecology, wellness, or money. Dollar bills are green for a reason. In Eastern cultures, green symbolizes fertility, longevity, or hope. So, use Green to create a sense of harmony, vitality, or prosperity.
Colors are powerful. They can make you happy, sad, angry, or even hungry. But what makes you feel one way might make someone else feel the opposite. That’s because colors have different meanings in different cultures, and there’s no such thing as a universally loved color. So, if you want to impress or persuade a global audience, you better do your homework on color symbolism before you design or communicate anything. Otherwise, you might end up sending the wrong message or offending someone. And trust me, you don’t want to do that.
Talk to Acerca to find out what will work best for your brand!