International Colors & Symbols

By Terri Morrison
© Copyright 2004, All Rights Reserved

Why doesn’t Russian President Vladimir Putin wear a red tie?

Certain colors and symbols can have a tremendous impact in different cultures. Color combinations can be so powerful, they can influence voters and sway elections. Professor Jorge Contreras from the Universidad de Monterrey in Mexico described a situation where this has repeatedly occurred:

The Mexican flag has three vertical bands of color: green, white and red. At election time, each political party adopts a particular flag, which is prominently displayed at voting booths. One of the most important parties in Mexico, the Partido Revolucionario Institucional (PRI), generates controversy during every election because the colors they use on their campaign flags are green, white and red. This confuses people in rural sections of Mexico, where illiteracy can be a problem. Since the people cannot read, or are not well educated, the colors of the PRI flag make them think they are voting for the Flag of Mexico.

While politicians may be delighted to influence an election by virtue of their flag, they may blanch at the adverse reactions resulting from the misuse of a flag, or its colors.

When not to display the flag
McDonald’s made a serious mistake when they developed a disposable placemat illustrated with flags from different countries. It disturbed some patrons to deface the flag-decorated placemats with ketchup, fries, etc., and then throw them in the trash. After many complained to management, McDonald’s pulled the placemats.

A more significant error is repeatedly committed during World Cup competitions. Ill-informed promoters create and sell World Cup soccer balls, decorated with the flag of each country that qualifies for the finals. Unfortunately, every time Saudi Arabia makes the Cup finals, some promoter puts their flag on a soccer ball, offending not only the Saudis, but Muslims in general. The name of Allah is on the flag of Saudi Arabia and must be treated reverently. Allah’s name may never be associated with any commercial purpose…and it is particularly taboo to touch Allah’s name with the foot! (The foot is considered unclean in many parts of the world, notably the Middle East.)

How people react to colors
Although some scientists believe that the chemical reactions from the color-sensitive cones of the eyes to the pituitary gland generate uniform emotional responses in all people, cultural anthropologists disagree. In his book Blunders in International Business, David Ricks states that green may make Swedes feel healthy (or think of cosmetics), but people who live around the equator may associate green with disease. Clearly, people are not all alike, and their interpretations or reactions to colors and symbols vary greatly, depending upon their cultural background and physical location.

Just consider how one color, RED, can be perceived around the world.

Seeing RED

  • In the UK and France, red is considered the most masculine of the colors, not blue.

  • In parts of Africa, dark red is a color of mourning, or can be blasphemous.

  • When someone dies, Buddhists write his or her name in red.

  • In China, Japan and much of Asia, red is an auspicious, lucky color.

  • A red circle (in a logo or a design element) can remind people who were occupied by Japan during WWII of the Japanese flag. Not a good idea in the Philippines.

  • The familiar red logo of Coca-Cola is almost synonymous with the United States, but sometimes generates feelings of Anti-Americanism. One firm "Mecca-Cola" has imitated the highly identifiable red can with white cursive lettering to promote a political agenda opposing US global hegemony.

  • Finally, in Russia, Romania, Moldova and many countries of the former Soviet Union, red is still associated with blood and communism. According to Professor Andrei Muntean of Drexel University, you will not see a leader like Russian President Vladimir Putin wearing a red tie. While he is quite aware that red is the "power tie" of choice in the West, he generally opts for more subdued colors: serious dark blue, brown or even black neckwear. If Mr. Putin selects a somewhat lighter blue tie, it’s an event!

Whether your event includes an ad campaign, a new logo, a floral arrangement,or just your day’s attire, your colors definitely convey messages (intentional or otherwise) to those around you. Each shade is perceived differently in the countries you target, so be sensitive in your selection of color and symbols, or the target may be you!



Excerpted from OAG Frequent Flyer, April 3, 2003