How colours are used in marketing in China
Are you looking to break into the Chinese market ? Would you like to create advertising campaigns that resonate with local values and expectations? You are in the right place ! As you probably know, colors have the power to influence consumers’ purchasing decisions. In this article, we tell you everything about the way colors are used in marketing in China . Learn how red symbolizes luck, yellow embodies royalty, and why white should be used with caution.
Red: symbol of good fortune
In China, red symbolizes luck, happiness, prosperity and celebration. This color is closely associated with the Chinese New Year. It embodies joy and good fortune!
As red has a very positive connotation in China, it is commonly used in packaging and advertising campaigns. This color can help boost sales, especially during Chinese New Year, as it is seen as a sign of good fortune.
Here is a great example of an effective marketing stunt using the color red In 2019, Maybelline stood out from its competitors during the Chinese New Year, by creating a red gift box, containing cosmetics, inspired by the famous traditional Chinese game, mahjong. This was a real stroke of genius, which resonated perfectly with the festive season in China!
However, be careful not to use too much red outside of this period, as this could lead the Chinese to associate your content solely with the New Year. As a result this could convey a somewhat confusing message – a bit like if a Western brand used Christmas colors in the middle of summer. Red is a definite yes, but just don’t overdo it.
Yellow: a color to use in your marketing campaigns in China
In France for example, yellow is associated with envy and jealousy. But in China, its meaning is much more positive! It is one of the most important colors in Chinese culture, and it is associated with emperors. Yellow traditionally symbolizes good taste, purity, wealth and authority.
Red Bull is an example of a brand that uses yellow in its marketing in China. The brand has adapted its packaging for the Chinese market by replacing its traditional white and blue colors with a golden yellow. This color is perceived positively in China, symbolizing wealth and prosperity. The product is thus associated with success and abundance.
However, proceed with caution, as yellow can also have negative connotations. In certain contexts, it can be associated with vulgarity, as in the expression 黄片 (huáng piàn), which refers to pornographic films.
Green: health, prosperity and… infidelity!
Green in China is associated with growth, prosperity, health and vitality. It also symbolizes renewal and spring, suggesting fresh beginnings and new opportunities.
In marketing, green can be used to communicate abundance, vitality and an ecological conscience.
However, it is important to note that certain shades of green can also have negative connotations, such as infidelity. Therefore, its use in marketing must be well thought out to ensure that the desired message is conveyed without cultural misunderstandings. Avoid green hats in your marketing campaigns, as it is associated with a Chinese expression that means “cheating on your spouse.”
For sustainable brands, pay attention to the differences in meaning of the color green. In the West, we often associate green with the quality of ingredients or sustainability. In China, green means products are pesticide-free, but not necessarily eco-friendly and sustainable.
Blue: a feminine color that inspires confidence
In China, blue embodies confidence and longevity. Incorporating blue into your marketing materials can help convey a sense of confidence, calm and balance to Chinese consumers.
Please note: in many Western cultures, blue is associated with the masculine gender. On the other hand, in China, this color is more seen as feminine!
Purple: luxury and love
Purple is a color with excellent associations: luxury, love and harmony with the universe. In your marketing campaigns, this color can evoke luxury and ambition. It is also a color that is very popular with young people, and which can be used to symbolize love, a bit like red in Western cultures.
Black: an ambivalent color
Black is an ambivalent color. The Chinese associate both positive and negative meanings with it. On the one hand, this color is linked to concepts of elegance and quality. It is effective for targeting high-end audiences or creating a striking contrast that draws attention. On the other hand, black can be associated with mystery, irregularity or illegality. You must therefore pay attention to the context before using black in your marketing materials.
White: be careful of its negative connotation in your marketing
As in the West, white can represent purity, cleanliness and innocence. But it also has other, more negative meanings. White is associated with mourning and death, making it a complicated color to use in marketing and product design in China. So be careful with this color!
Colors in Chinese
Wondering how to write colors in Chinese? Here are their translations:
- 红色 (hóngsè) – Red
- 蓝色 (lánsè) – Blue
- 黄色 (huángsè) – Yellow
- 绿色 (lǜsè) – Green
- 黑色 (hēisè) – Black
- 白色 (báisè) – White
- 紫色 (zǐsè) – Purple
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