Missing a Golden Opportunity

Managing a translation project is more than translating words from one language into another. Not only do words matter, but colors, images, gestures, attire, and physical contact are just as important. Companies moving into other countries that ignore any of these items can experience disastrous consequences. Focusing just on colors, what could go wrong?

Colors and images seen positively in one culture may be negative in a neighboring country. One color may have opposite meanings in different countries. Take a look at these examples by Adam Wooten For the Deseret News.

“Orange, the brand name of France Telecom’s mobile and Internet subsidiaries, ran an amazingly successful ad campaign in the 1990s using the slogan ‘The Future’s Bright – the Future’s Orange.’ However, the company reportedly had to alter its slogan for politically divided Northern Ireland, where people strongly associate the color orange with the Orange Order. Without a modification to the campaign, the unintended implication might have been ‘the Future’s Protestant Loyalist,’ an assertion that would have unintentionally irked the Catholic half of the population. As interreligious violence continued, the mobile operator even considered changing its brand name entirely in the region.”

“In the 1950s, Pepsi reportedly lost its dominant share of the beverage market in at least one south-east Asian country after changing its vending machines and coolers from a deep regal blue to light ice blue. Light blue is associated with death in that region, and Pepsi’s subsequent loss was competitor Coca-Cola’s gain.”

“Similarly, when EuroDisney used large amounts of purple in its initial sign designs, some European Catholic visitors purportedly perceived the signs as slightly morbid because of the color’s close associations with the death and crucifixion of Christ. Using a purple palette was the CEO’s preference and was intended to stand out like Coca-Cola’s red, but the theme park eventually changed it.”

Black, White, Red, and Blue are four popular colors that can evoke strong emotions. Here’s how they are perceived in three large sections of the world’s population.

Black

Black is associated with tragedy and death in Western cultures. It can also signify mystery and be traditional and modern.

In India, black is associated with a lack of desirability, negativity, and inertia. Oddly enough it is also generally used by fashion brands in India.

Black is associated with masculinity and is the color for boys in China.

White

In the West, white signifies purity and innocence. It is also the bridal color.

Indians wear white at funerals and it’s the only the only color widows are allowed to wear. Similar to Western culture, it is also the color of peace and purity.

For China, white is the color of death and bad luck. Like India, white is worn at funerals.

Red

In the West, red is usually associated with passionate, strong, or aggressive feelings. Think “power tie” or the devil. Anger is also often represented as red.

For Indians, red is the color of purity. Brides wear red clothes. The goddess Durga has a red tongue and nearly red eyes. In Southern India, red represents violence and disruption.

Red is a traditional Chinese color. People wear red on the biggest occasions such as the New Year and weddings. Red symbolizes good luck and a long life to the people. Similar to India, red is also the bridal color in China and symbolizes joy in parts of Asia.

Blue

In the west, blue is for boys and is popular for corporate images. It can be associated with calm feelings, but also with distance and sadness.

In India blue is the color of Krishna, a central god in Hinduism. It also represents strength and is popular with sports teams.

The Chinese consider blue a feminine color.

If you want success in international marketing, make sure you research important color meanings and use those colors appropriately to reach your target markets.