Color Connotation in Advertising
In western culture, the color red has many connotations. It can be associated with energy, love and vitality or conversely, lust, anger and danger. In contrast, many Asian countries associate red with luck and celebration. Subtle, yet important details such as this are important to keep in mind when advertising to multicultural and international audiences.
Take for example, the airlines industry. Air Asia uses red in all of their advertising. As mentioned above, this is because the Asian connotation of red is celebratory; a good fit when considering the exciting nature of travel.
Image Source: http://bit.ly/b041BO
In contrast, many American airlines — such as AirTran, American Airlines, and Midwest Airlines — opt for blue in their advertising. This is because western cultures perceive blue as reliable and dependable; a highly desired quality when traveling. As you can see from the ad below, red is used as an accent but the dominant color is blue. The red works to add excitement, but the blue keeps the mood calm.
Image source: http://bit.ly/b4Xpgt
Color psychology and cultural connotations are just one of the many things to keep in mind when advertising. To learn more about the different color connotations, click here.
Good observations. Red is certainly used as a “lucky” color in Air Asia’s branding, as American-based airline companies frequently use blue to promote reliability – both good psychological associations for their customers!
Very interesting point about color. Cultural nuances are always important to consider when you’re working with an international brand. If you don’t, the results can be catastrophic. For example, the Chevy Nova was a disaster in Latin America because in Spanish “No va” means “doesn’t go” – kind of a problem when you’re selling a car.
One company that does a great job of taking culture into account is McDonald’s. They chose their current “I’m lovin it” tagline for the sole reason that it translates so well in international markets. In France their signature “Quarter-Pounder with Cheese” sandwich is called a “Royale with Cheese” because Europe uses the metric system (see the movie “Pulp Fiction”). And they’ve even adapted their restaurant offerings in India to eliminate all beef products since cows are sacred there.
Very interesting point about color. Cultural nuances are always important to consider when you’re working with an international brand. If you don’t, the results can be catastrophic.
One company that does a great job of taking culture into account is McDonald’s. They chose their current “I’m lovin it” tagline because it translates so well in international markets. In France their signature “Quarter-Pounder with Cheese” sandwich is called a “Royale with Cheese” because of the metric system (see the movie “Pulp Fiction”). And they’ve even adapted their offerings in India to eliminate beef products since cows are sacred there.
Cool insights, Amanda. How do you feel about the connotations with food? Many say that red and yellow promote hunger – hence why McDonald’s is red and yellow, Burger has red so does Wendy’s. Is this irony, smart business or just overused?
It’s interesting to think about color psychology in terms of advertising. I wonder about the meaning that these cross-cultural differences take on from the political perspective. As we all know, when the president of the United States wears a red tie, they mean business. As for the blue tie, peace and serenity.
I am curious if this has ever sent the wrong messages abroad. Or even when we have foreign dignitaries visiting us here on our own soil. Eventually it comes down to enhancing our own understandings of other cultures. Clearly it runs much deeper than what we once thought.
It is interesting to think about the true complexities of color psychology and the differences that we find in a cross-cultural context.
From a political perspective, I wonder if we have ever sent the wrong messages abroad with the American/Western perspective of color psychology. As we all know the president’s tie color is a pretty big deal. Red in the time of war and when they mean business and blue in the name of peace while casting out the olive branch.
I am curious if we have ever sent the wrong ideas or messages abroad with the different perspectives on color psychology. Ultimately, it comes down to enhancing our cultural understandings. As we learn more, it is clear that truly understanding that has become harder than what we once thought.