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Associations of red colour in various cultures - How important is it for firms trying to sell overseas to understand different cultures?
When working in the global commercial environment, knowledge of the impact of cultural differences is one of the keys to international business success. We have been working with clients locally, nationally and internationally helping them to understand the different cultures they work with.
When investment is agreed to produce glossy brochures, posters or giveaways for a trade visit abroad, we suggest to our clients that before preparing any marketing materials they consider the importance of associations of red colour in various cultures. The choice of colours or graphics for a background can send very different messages out to the end-user.
Colours can symbolise a rite of passage, differentiate a premium from a discount brand, and distinguish between fun and serious, young and old, male and female. A single colour can have many different meanings in different cultures. For example, a red colour in Asia represents celebration, luck and marriage. In the majority of cases, a Chinese or Indian bride will wear a red dress, not white like in the West.
In the UK, red is perceived as a symbol of power, authority, government, visibility, temper for example mailboxes, red hair, buses and telephone booths.
Red will symbolise fire in the Western cultures, and in the US and Europe, the same colour may be seen as a symbol for danger (STOP signs) or emergency (fire engines) as it seems to catch people’s attention the best. A football player will be shown a red card when he is disqualified from playing.
In Scandinavia, Iceland, Norway, Sweden and Finland - red is associated with strength.
The colour red has, however, other associations; as a symbol of sin (The Bible, The Scarlet Letter). This association came from Hebrew via Christianity, where the colour tended to be associated with blood, murder and guilt. For instance the expression ‘to be caught red-handed’. Another Christian association of red is anger or wrath, hence red images of Satan.
Red is found in flags of many nations, where it symbolises blood as courage and sacrifice. In ancient Rome, a victorious general had his body painted red as red was the colour of Mars – the god of war. The war symbolism of red has been preserved in some parts of Africa. In Africa, it can also signify illness and death, and The Red Cross had to change its symbol from red to green and white in some parts of Africa.
This short analysis of associations of red colour in various cultures shows just how colour can be a critical factor in communication with various cultures across borders.
About the Author
Iwona Lebiedowicz has been helping companies to communicate successfully on an international level.
Focused on managing effective communication and building thriving relations with clients, employees and partners from different countries and cultures.
Over fifteen years’ experience in leadership positions in public and private sector organisations leading multinational teams, communicating across cultures and successfully managing large-scale change projects.
Iwona holds Master in Management with specialisation in International Relations and FT Non-Executive Director Diploma.
Since 2009 has been delivering a variety of bespoke cross-cultural training across the UK to professionals and associations across the UK.
If you would like to find out how we can support your organisation please email Iwona at contact@iwonalebiedowicz.co.uk. We look forward to hearing from you
Contact info
Iwona Lebiedowicz
Future Business Centre, London Road, Peterborough, PE2 8AN
Telephone: 07799772360
E:
contact@iwonalebiedowicz.co.uk