IMPACT OF COLOR IN BRAND & CULTURES
Colors are essential in the process of building a brand and obvious as the first communication. Companies use the brand to create an experience and association, and color allows consumers to identify corporate identity clearly.
(Lindstrom 2005 cited in Chang and Lin 2010) specified that colors create an obvious brand association, which is also concrete to communicate with consumers. The incorrect use of color traits can convey wrong messages from the business perspective. At the same time, understanding of the significance of color and symbolism on cultural is essential to anyone doing business on a global level. Every culture associates colors with different ideas and emotions. These associations with color have been a part of many societies for centuries and must be aware of both the positive and the negative implications of using particular colors when marketing to these societies. Different colors represent different emotions and affect consumer reactions; that is, brand color relates to brand personality (Moser, 2003 cited in Chang and Lin 2010).
Colors are composed by light, which is also a kind of energy. Scientists have examined that people encounter psychological change when they are in contact with different colors. Colors can stimulate, excite, and form different emotions (Perry and Wisonm, 2003 cited in Chang and Lin 2010). Each color results in various reactions (Schmitt and Simonson, 1997 cited in Chang and Lin 2010). Color with a long wavelength has a stimulus effect; for example, red is a vivid color. A short wavelength of color has a comfort effect; for example, blue can reduce blood pressure and pulse. Orange indicates friendliness, pink represents softness, and grey specifies professionalism (Gob’e, 2001 cited in Chang and Lin 2010).
Consumers visualize and sense color traits that influence their perceptions, which may reflect similar values on the corporate brand. Corporate identity is a channel for people to receive messages from companies. Appropriate color traits and influence attract target customers to increase favorable impressions. Color also guides consumers to recognize corporate brands. Conversely, companies also use colors to convey correct spirits and visions as well as enhance positive corporate image.
A BRIEF UNDERSTANDING OF COLOR IN CULTURES
Red – Red has numerous meaning in western culture.
It can be associated with energy, love, and vitality or with vice, danger and lust. It’s associated with passion and excitement as well as with creating a sense of urgency, making it an excellent color option for limited time promotions or clearance sales. It is probably still one of the best marketing colors you can use to attract more attention.
In eastern culture, it is the color of prosperity, celebrations purity, fertility, love, and beauty.
Blue – Blue also has pretty universal meaning. It is related to feelings of tranquility, trust, authority, peace, and reliability. Financial institutions, sports organizations, insurance companies frequently use this is their branding. Almost every major social media network uses blue as their primary branding color, including the top three social platforms – Facebook, Twitter and LinkedIn. Blue is also representative of water and hospitality.
Green is regarded as one of the safest color in both eastern and western culture. In general, it is associated with nature, health, growth, and freshness. It is lucky color in most western cultures. In Islamic culture, this is the holiest color and represent the concept of heaven as a garden.
Orange and Yellow: These two colors are very cheerful and are known for promoting optimism. They are also known for creating a certain feeling of anxiety, which is used by companies to incite impulse buying. Yellow is also said to catch the eye quicker than any other color. It’s one of the reasons why this is also a color often used by many companies to signify optimism, enlightenment, and happiness. In the Middle East yellow associated with happiness and prosperity. Yellow represent sun and wealth in many central and south american countries. The color orange can be found in the branding of many sports teams – optimism is a big part of sports since only one team can be a champion in any given year. You can find orange in teams such as Manchester United, FC Roma, Valancia CF, FC Barcelona and more.
WHY IT IS IMPORTANT TO UNDERSTAND COLOR SYMBOLISM ACROSS CULTURES.
It is important to note that color variation varies across different cultures. For instance, the color white suggest purity and innocence in the west but in some African and Asian countries especially in Subcontinent, this color is associated with death.
Colors are tinged with religious and political symbolism that is different throughout different regions in the world. The color palette that is considered acceptable in one region might be taboo in another region of the world. For this reason it is important to understand how different cultures perceive color in order to communicate the right message to an audience and to avoid unintentionally offending consumers in your global audience.