Perceptions of Color: Global Market Bias

30 Oct 2004|Added Value

In 2004, Cheskin collaborated with MSI-ITM and CMCD Visual Symbols Library on a study of color. Thanks to the speed and efficiency of modern communication technology, we were able to survey nearly 13,000 people in 17 countries over a few weeks to learn what different colors meant in different contexts.

Among many intriguing findings, the study confirmed that perceptions of color differ significantly by culture. Red is the universal color of love, but in Asian countries, orange has the second highest love connection. In English-speaking countries, purple is the romantic runner-up, while in Brazil, Mexico, and France, white speaks of romance. Yellow nearly equals red’s heat in Spain. Needless to say, a marketer has much to consider in deciding the color of its brand identity if it seeks a market beyond the U.S.


The study confirmed that perceptions of color differ significantly by culture.
 
Further highlights from the Color Study include:
  • The World’s Favorite Color
  • Asia: Seeing Color in a Different Light. The Chinese, Japanese and Koreans are often strikingly at odds – with other nations, and amongst themselves
  • Brands: A Color Report Card. How tightly are brands connected with color globally?
  • Purple: More Popular Than Ever. The world’s second-favorite color is getting stronger

Global Market Bias: Color Report

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