As designers in this new century, we are often crafting projects that may be seen on the global playground. In this global mix we aren’t always aware that colors we associate with symbols, events or customs in the west may not have the same meaning in other cultures. For example, in the United States red connotes love, danger or stop, black symbolizes mourning or evil, yellow means happiness and green, money or growth.
I recently had an opportunity to visit India in January and had a front-row seat to observe how another culture views and uses color. The color of love and passion in the States is red but is rarely worn as bridal attire. In the East (India and China), it means purity, fertility and brings luck, so brides wear it often. India is not afraid of color and it’s infinite combinations. The number one selling beer, Kingfisher often uses a red background for their bright blue and orange hummingbird logo. An electric combination in the west, but eye-catching amidst the jumble of outdoor advertising in Indian cities.
The deceased of India are attired in white while the mourners wear white to symbolize their grief and to deflect the uncleanliness of the dead body. Our western custom requires black or dark colors to reflect the somber nature of the occasion.
Green in India has many of the western associations but is also a sacred color for the religion of Islam. It is said that the green stripe in the Indian flag represents the Muslims in India as well as growth and prosperity. In parts of Indonesia, green is a forbidden color. This could stem from the story of the sea-goddess Nyai Roro Kidul. Legend has it that she dove into the Java sea following a premonition in her dreams. The baptism of the water made her immortal and she choose to live in the sea forever more. Her favorite color is green, thus anyone on the beach wearing green will be surrounded by waves and taken to live with the Queen of the Seas.
As with all design and advertising, color choices should be made with a number of considerations. We need to honor the message our client is trying to achieve and also be aware of who the primary audience will be. See links below for more information about color meaning in various cultures.
http://www.smashingmagazine.com/2010/01/28/color-theory-for-designers-part-1-the-meaning-of-color/
http://www.myuniversalfacts.com/2005/12/meaning-of-colors-color-symbolism.html
http://webdesign.about.com/od/colorcharts/l/bl_colorculture.htm
View Kingfisher logo
http://www.kingfisherworld.com/corporate/corporate-brand.htm
Tags: creative
