As a designer you need to be aware of how different colours are perceived in different cultures.
Also check out the Psychological Associations with colour
As an example, here in the UK we associate the colour black with mourning and death. This is not the case in all cultures and this is something that needs to be taken into account when designing websites and graphics. Below I have tried to give a very brief outline of some of the underlying associations that can given to various colours in a range of cultures and gender.
- Red – In China, a symbol of profound good luck. If this is mixed with white then it has an intensifying effect. More women choose red over blue.
- Blue – The colour of immortality in many Eastern countries. Blue is the colour of holiness for Jews and represents Krishna in Hinduism. It is revered throughout the world and therefore is considered to be the most globally safe colour. It appears that men prefer blue to red.
- Green – This colour is associated with the American Dollar and therefore money in the United States, however, this is not necessarily the case in other cultures. Green has a strong emotional association in Ireland where it is linked with Irish Catholicism and the Irish nationals. It appears that women can identify more named Hues of green than men.
- Orange – In the United States there appears to be a tradition to use this colour in package design to signify expensive items. Once again any graphic design work would need to take into account the Irish connotations with the colour representing Protestantism. Tests appear to show a preference by men for orange over yellow.
- Yellow – A sacred, imperial colour in Asian cultures. Women prefer yellow to orange and associate it with optimism and warmth.
- Violet – Associated with mourning in Europe. It is also associated with new-age and alternative religions and as such, can be considered controversial. This colour is found relatively rarely in nature with only a few species of flower and saltwater fish.
- Brown – A neutral colour both gender wise and culturally.
- Black – Mourning and death in most Western cultures and many others too.
- White – Mourning and death in most Asian cultures. It can also symbolise purity and chastity in most Western society.
