This response was completely contradictory to the happy message that Disney wanted to convey. As a result, Disney had to rework its European advertising campaign, which doubtlessly wound up costing significant money and time. It's important to remember that colors change depending upon how we as designers apply them. Three issues that alter color are texture, the amount of color in use, and juxtaposition with other colors. When a designer applies a texture to a color, that color changes.
Smooth surfaces make a color appear lighter, and a rough surfaces make a color appear darker.
Similarly, different amounts of color create different effects. A little bit of purple in an international design might be fine, but lots of it may cause the problems mentioned earlier. That's the color you need to think about the most in terms of global cultures. Even more important is mixing colors, which can completely change meanings. If we revisit the bride scenario, we find that white, which many Western and some Eastern cultures consider a symbol of purity and cleanliness, is considered bad luck in China and Japan, where it's the color of mourning.