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However, in former Eastern European Bloc countries, red can still evoke associations with communism.

It is also the color of the Chinese New Year.

In China, red symbolizes luck and happiness (one reason it is used in Chinese restaurants in the U.S.).

Red evokes danger and caution in the Middle East.

In Latin American countries, red can also have religious connotations when combined with white.

Red is associated with purity in India (a country where brides traditionally wear red wedding dresses).When red is combined with green, the color scheme becomes festive-the traditional colors of Christmas. In Western countries, red evokes excitement, danger, urgency, and love.

Perceptions vary from region to region, and a single color may have different, even contrasting meanings around the world. As important as color is to cross-cultural communication, there’s no hard-coded formula. 1 In a brochure, website, or billboard, color directs the eye, evokes emotion, communicates meaning, and ultimately helps establish a company’s identity. Our eyes can perceive up to ten million colors. This article looks at how color is perceived by different cultures, so you can understand the effect your visual choices will have on the people you’re targeting. However, it can be challenging to account for the different ways your marketing efforts may resonate across cultural divides. When considering the visual impact your print or digital materials will have in diverse locales, color is a big component. We know how important it is for marketers to learn all they can about the locales they’re targeting.