Red sells. Or sends out a warning.
Red is popular in marketing because it is eye-catching.
We see it in
- special offers,
- call-to-action buttons,
- warning messages,
- logos,
- packaging and
- campaigns.
The problem is that red has a number of roles to fulfil all at the same time.
On a sales page, red can convey a sense of urgency. On a user interface, the same colour could indicate an error. And in a completely different cultural context, it may well have positive connotations.
It is the same colour. But it does not always have the same message.
Trust is often blue
Anyone browsing the websites of banks, insurance companies, consultancy firms and technology companies might come to the conclusion that
reliability has a colour code.
Blue is often used in a business context when brands want to convey a sense of calm, expertise and trust. That does not, however, mean that blue automatically makes something respectable.
A colour never works on its own. Typography, language, imagery, design and brand positioning also influence how a company is perceived.
Or to put it another way, a blue button does not necessarily make for a trustworthy brand.
Green is good. Usually.
Green is a particularly popular choice when companies want to talk about sustainability.
Green packaging.
Green icon.
Green website.
Pictured with a green leaf.
Message received. Perhaps all too well.
Because when an entire industry uses the same visual codes, products can quickly become interchangeable. What's more, colours can evoke different associations in different markets.
For international brands, this raises two questions: "Which colour suits our topic?" as well as "what impact do we want to achieve in each market?"
White does not always mean white space
White is another popular choice when it comes to corporate design. It looks understated, modern and clear – or certainly does from our point of view.
In other cultural contexts, however, the same colour can evoke entirely different associations. In China and other parts of Eastern and Southern Asia, white is traditionally closely associated with sadness and death. A colour that, in our culture, may symbolise purity or a new beginning can take on a completely different meaning elsewhere in certain situations.
And white is by no means the only example:
- Although yellow may symbolise sunshine, optimism and cheerfulness in Europe, historically it has also been associated with betrayal, jealousy and deceit. In China, on the other hand, yellow traditionally stands for imperial dignity, authority and prosperity – and is also associated with positive qualities such as prestige and wisdom.
- In marketing, we quickly associate green with nature and sustainability. In Islamic contexts, the colour also has a strong religious significance and is associated, among other things, with paradise, life and renewal.
- Violet, too, demonstrates just how differently colours can be interpreted. While the colour is often used in brand identities to express exclusivity or individuality, in certain parts of the Christian tradition it is associated with penance, reflection and mourning.
This does not mean that companies have to reinvent their corporate colours at every border when it comes to international campaigns. However, they should be aware of the additional messages a colour may convey in a particular market.
This is because the same applies here: it is the same colour – but it does not always have the same message.
The international campaign check
Let’s say a Swiss company decides to launch a new campaign in several countries.
The translations are finished.
The headlines spot on.
The prices have been adjusted.
The website localised.
So, ready to go?
Almost.
