If your business has a logo – and most savvy businesses do – you may want to examine it carefully before you expand into global markets. Certain colors have different connotations in other cultures, and not all of them are positive associations.
On funeral notices in southeast Asia, for example, it is a Buddhist custom to print the name of the deceased in red instead of the black to which we are accustomed. For this reason, personal names should never be written in red in Asia unless the person concerned is dead. It is highly offensive to print the name of a living person in red ink. Asians are superstitious, so it may even be interpreted as an omen — a prediction that the person whose name is in red will soon die. Handing an Asian associate your business card with your own name printed in red could cause them to back off for no apparent reason.
Despite being taboo for personal names, red — and gold — is otherwise considered a lucky color by most Asians. In China, for example, brides often wear red and annual bonuses to employees are given during Chinese New Year in red envelopes. So while you should be careful to avoid using red for your name on a visiting card, it is a good choice for your company logo or product packaging.
Yellow has diverse associations around the world. In some countries, including the U.S., it is traditionally associated with cowardice. In Asia, however, it is reserved for persons of the highest rank – in Malaysia, there is even a particular shade of yellow which may be worn only by the king.
The color green is increasingly associated with the environment, so do use it if yours is an environment-conscious organization. Be aware, however, that it is also the color of Islam – and therefore a poor choice of color in countries dealing with conflicts over Islam. These include countries such as Algeria (where there is a violent Islamic insurgency), nations such as Israel and Bosnia (which have had recent conflicts involving Islam), or places such as Turkey or India (where Islam can be a divisive political issue).
The only way to avoid colorful faux pas is to prepare in advance. Before you show your colors in a new market, it is a good idea to have your logo and stationery reviewed by an expert — preferably a native of that country.
