Cultures versus Colours & the Perceptions of the Products (Brands)

Culture can be defined as the concepts, values and tangible items such as tools, buildings and foods that make up a particular society. Culture is passed on from one generation to another and is a kind of blueprint for the tolerable demeanor in a particular society. When products are introduced into one nation from another, recognition is far more likely if there are similarities between the two countries.

The connotations linked with body motions, greetings, colours, numbers, and shapes, sizes and symbols have different connotations in different cultures. For example, the use of colour has different connotations in different cultures as highlighted in a table 1.0 below. In many parts of Europe, black has negative overtones, whereas in the Middle East it has positive connotations.

It is vital to study and observe how the perception of the particular different cultures and their perception on colours can unify or boast your brand image positively or instead give negative effects to your brand. Hence, the cultural differences have distinct implications for products development, personal selling, advertising, packaging and pricing. Knowing another country’s customs play a role in a social interaction. For example, in Italy it is unacceptable for a salesman to call on a woman if her husband is not at home.

 

Colour in association in the UK and Taiwan

Table 1.0

Colour	UK Association	Taiwan Association
Green	Inexpensive, reliable, light and good tasting	Inexpensive, reliable, light and good
	old, quiet, traditional, trustworthy.	tasting.
	and safe.	Quiet, calm, male and old.
	Life, calm, tenderness, health and happiness	Safe, trustworthy, unadventurous and
	Environment. Natural, pure and fresh.	stable.
	Ireland and Italy to some extend.	Environment, life, tender, pure, fresh,
		natural.
		Ireland, and to some extend UK.
Red	Expansive, premium, high quality and good	High quality, expensive and good tasting.
	tasting.	Warm, female, loud, playful, and
	Young, warm, fun, loud, playful and happy.	adventurous.
	Dangerous, adventurous, luxurious and	Love, passion, danger and aggression
	exciting.	Life, excitement and happiness
	Life, love, passion, power and aggression.	US, and to some extent Italy
	China, and the US to some extend
Blue	Heavy reliable, high quality and expensive.	Heavy, reliable, high quality and expensive
	Male, mature, quiet, subdued, calm and	Male, old, quiet, serious
	thoughtful	Calm, dignified, trustworthy
	Serious, trustworthy, dependable, dignified	Sadness, depression and to some extend
	and sad	power
	US and UK to a limited extend
Black	Expensive, high quality, high tech and	High quality, high tech, premium and
	premium products.	expensive
	Old, heavy and reliable objects	Old, male, quiet and heavy
	Mysterious, luxurious, sophisticated, and	Mysterious, sophisticated and serious
	dangerous	Death, sadness, depression, power, fear
	Death, dignity, power and aggression	aggression
		Strongly, associated with China
Yellow	High quality, expensive, reliable, light and	New, expensive, light and good-tasting
	good-tasting	Young, warm, loud, playful and adventurous
	Pert, fresh and playful	Life, love, happiness and power
	Luxury, sophisticated and dangerous	Strong, associated with China
	Death, dignity, power and aggression
Purple	Expensive, luxurious and good-tasting	High Quality, premium and expensive
	Warm, and to some extend female	Warm, female, old and quiet
	Sophisticated and mysterious	Love, passion, luxury, sophisticated, and
	Death, dignity, passion and power	mystery
	France and to some extend Japan	Serious, sadness, dignity, power and
		aggression
		France, and to some extend Japan

 

 Source: Marketing Management, Vol. 15, pp.449-462.

 Copyright @Westburn Publishers L., 1995.

Perception of Key Brands in the UK and Taiwan

Brand:Pepsi

In UK : Male, muscular, young, sexy and energetic. Wild, fun and sporty. Associated with beach settings. Not very healthy - sugar and caffeine. Challenges to Coca-Cola and the status quo.

In Taiwan : Male, muscular, young, energetic, sporty and attractive. Fun, sexy, loud, wild and a little crazy. Accociated with beach, the sun and the Spice Girls. Good tasting and refreshes. Intensely compentitive with regards to Coca-Cola.    

Brand: Marlboro

In UK : Original brand is masculine, American and red. Cool, sexy, wild, adventurous and strong. Rough but with a lot of style. Associated with cowboys, the desert and music. Unhealthy and anti-social - cancer, smoke and smells. Marlboro Lights are less damaging and more popular. Associated with pubs, music, youth and the the colour gold.

In Taiwan : Masculine, American and red. Cool, strong, young, adventurous and exciting. Powerful and stylish. Associated with cowboys, the desert and music.

Brand: Kodak

IN UK : Masculine, nature, inteligent, creative and well respected. Warm, friendly and colourful. High quality, and colourful, high technology, and very professionl. Associated with happy times, sunshine, happiness, fun, colourfulness and the colour yellow. Safe, reliable, trustworthy, affordable and popular.

In Taiwan : Masculine, intelligent, innovative and cretive. High quality, expensive and professional. Modern, colourful and hugely popular. Associated with technology.