The same colors can telegraph different messages depending on the background or culture of your viewer.
Awareness of how culture affects the meaning of color when creating campaigns and branding/rebranding will give you an edge. This is the third in our series on Color Psychology, created to help you strategically choose and use color based on its three often unrecognized superpowers!
What is Culture?
Culture is defined by the beliefs, values, arts, and customs of a people or country. It’s what makes a nation, region, social group or even a company unique. Because the internet now connects us all to far flung places and people very different from ourselves, marketers have to take into account that what they put out there has the potential to be seen by a worldwide audience. And that is a mixed blessing.
Some say global connection has begun to blur our differences. But while it may affect cultural periphery (like fashion or slang use), heritage, religious meanings, traditions and the thinking that comes from them go back centuries. Don’t underestimate them! They can be deeply ingrained and are behind people’s perceptions and interpretations of color.
Culture Affects the Meaning of Color
While it’s fantastic to be able to cast such a wide net when marketing, it’s wise to explore those underlying messages that may be communicated by the colors you choose. How much it affects your target audience depends on what and where you are marketing.
So whether you reach out to international audiences, a specific country or a cultural group within your own area, understanding what those colors may culturally symbolize to them can make the vital difference in reaping the response you are working toward!
Research Your Market’s Culture
It is clear it’s worth doing your research on how culture affects the meaning of color in your target market. How will color help to reach them, and better, inspire successful calls to action?
Since cultural context is a more complex aspect of color use, consulting with a color expert can make the all difference in your marketing success. Here’s what we suggest:
- Download our FREE 2020 Color Trends Guidebook to gain a head start.
- If you don’t have the time to fully research cultural influences, or want to take a deeper dive Nicte Creative Design can help! CONTACT US now to talk about how our strategy sessions work for you.
We hope reading our series over the last three months brings home just how important strategic color use is to your marketing effort. Along with your company values, honing your color choices and use based on the feelings and meanings they can evoke lays the foundation for everything you communicate… and that determines how effectively you impacts your customer!