Color Psychology

Cultural interpretations of color vary widely around the globe.

 

White is the color of death in Chinese culture, whereas in Brazil, purple is associated with death. Yellow is sacred to the Chinese, but signifies sadness in Greece and jealousy in France. In North America, green is typically associated with jealousy. People from tropical countries respond most favorably to warm colors, whereas those from northern climates prefer cooler colors.

 

Think about some of the most famous brands. When you picture IBM, Wal-Mart, or Hewlett Packard/HP, do you see blue? When you think of a Target store, do you see the red bullseye? With American Express, you automatically see green. Think of McDonald’s and you probably picture the yellow arches with the red sign.

 

Those colors weren’t chosen randomly. IBM represents business and stability. American Express is all about money. McDonald’s wants to stimulate your emotions and make you hungry. They know their target markets, and use color psychology to their advantage.

 

Is your brand optimized for your various target markets?