Each book examines how basic colors and symbols are viewed in over 40 countries. An understanding of the subtle distinctions and customary uses of these graphical elements can make the difference between a successful campaign and a cultural blunder. History is filled with examples. Renaming the product would probably have yielded better sales. Purple is used to depict royalty, but it is also recognized as a color of mourning in Brazil.
Many colors have universal meanings.
Other tones generate wildly different interpretations. The subtext of orange, for example, varies within different cultures. Often used for warnings and construction signs throughout the U.S, orange evokes Protestantism in Ireland, love and happiness in Japan, tropical birds in the Caribbean, and the color of robes worn by Hindu and Buddhist monks in countries around the world. How you present colors can have unanticipated results if you are not aware of their cultural implications. On the other hand, comprehending the subtle nuances of local traditions in your color scheme can increase the effectiveness of your designs.