Colour and Culture: Designing for the Global Market

Colour in Culture

Halo Media is a South African based design agency who work with numerous international companies. One of the challenges that we face when dealing with the global market is the different colour meanings in different cultures and societies. 

For example, let’s look at the colour red. Red is seen as the colour of happiness and celebration in Asia. In the Middle East, some consider it the colour of evil. And for some cultures in South Africa, it is the colour of mourning. 

Many people don’t realise that the meaning of colours varies in different countries or regions. As colour is a such a vital aspect of design, we at Halo Media research the target markets. We look at where the product or service will be sold and tailor the colours, especially if it will be used in a global market where Eastern and Western colours often portray vastly different meanings and emotions.

The challenge our graphic designers face is to carefully consider the colours we choose and what meaning or emotion they will convey to the customers and audience. We need to be aware of any offensive or insulting colours which may be used to market a product or service. 

“Colour is not universal.”

We have put together a short, general list of what colours mean in different cultures and countries: 

Colour in culture

“85% of customers choose a product based on colour”

Are you looking for a branding agency that understands the psychology behind colour and culture in branding? Then contact us today!