`INTAGE Thailand key business objective is to provide entrepreneurs and marketers withintelligence that is essential to th...
Favorite Color: By Total                      1. Chinese people favor blue, followed by red and purple.Blue for Chinese is...
2. Japanese people favor blue, followed by pink and black.Although Japanese favor blue color like Chinese, but blue for Ja...
Light Blue for Thai people implies freedom, clear and spacious, peace-of-mind, problem-free (frompolitics). It also denote...
Black is a symbol of the Modern Vietnam because black color signifies power, strength, luxury, aswell as bad luck and deat...
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121007 color, culture investigation in vietnam, thailand, japan & china by intage thailand (1)

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121007 color, culture investigation in vietnam, thailand, japan & china by intage thailand (1)

  1. 1. `INTAGE Thailand key business objective is to provide entrepreneurs and marketers withintelligence that is essential to their decision-making process.Color, Culture Investigation: Differences that Matter in Business (Part I/II)Have you ever wondered if human beings would be able to communicate their message andhidden emotion without colours? Without colour evolution, market competition would becomedull and pale, unlike what we normally experience these days.INTAGE (Thailand) Co., Ltd. - in collaboration with 3 INTAGE offices in Japan, China and Vietnam -conducted a study earlier this year under the supervision of INTAGE Academy centered in Bangkok.It covered 1,500 male/female 18-55 year-old consumers with average income and higher, in Tokyo,Osaka, Beijing, Shanghai, Hanoi, Ho Chi Minh, Bangkok and Chiang Mai. Aiming at decoding andcomparing consumers among different cultures quantitatively and qualitatively, the study showedinteresting outcomes on the importance of color and the differences among nationalities in colorpreference, definition and meaning, as well as its significance as a buying factor. The result provesmeaningful for marketers, and is summarized as below.Decoding Color Symbolism in 4 countriesColor often denotes message, sign, symbol and deeper meaning than what we superficially see.Specifically when there are many colours present together, a new meaning may come up.The meaning of color differs and changes depending on context. For instance, a red circle oftenconnotes a Japanese flag when it is placed upon a white rectangular, but refers to a clown when it ison a nose, yet signifies a traffic light when appears with a yellow and a green circle.Differences in SimilaritiesThe survey of INTAGE Academy reveals similarities and differences of color preferences in 4countries, as follow: 1
  2. 2. Favorite Color: By Total 1. Chinese people favor blue, followed by red and purple.Blue for Chinese is a symbol of freedom, far-flung, professionalism, modernism, and newness. Atpresent blue color signifies the New China. Recently we can see that new, modern brands in Chinause blue as their color cue.Red for Chinese signifies the nation, good luck, happiness, and power - a Genetic Value to mostChinese people. Red therefore means the Mass China, witnessed by big brands in the country thatuse red as their color cue for a long time.Purple is the 3rd favorite ranking. To them, purple is a symbol of extravagance and richness which isone of the Learned Values of Chinese people. Purple now means the Rich/Novelty China,connoting lifestyle of the rich and new Chinese who wish to express their power through their hi-class taste and luxurious style. This shows in an increasing popularity of branding products amongChinese people, driving China to be No. 1 luxury product market in the world in the near future. Abig number of local extravagant brands, likewise, have been launched widely to the market duringthe past 3-4 years. 2
  3. 3. 2. Japanese people favor blue, followed by pink and black.Although Japanese favor blue color like Chinese, but blue for Japanese signifies life and spirit, unlikematerialism or modernism in China. Japanese people live on the island surrounded by seas andoceans; as a result, blue has been the very color attached to them most. Blue is a representative ofharmony, peace, peace-of-mind, naturalism, simplicity. When Japanese artists paint Mount Fuji,river or stream, they usually use blue as it is the color of identity and spirit of the nation that resideswithin nature for long.Pink is a symbol of Sakura, Spring, the beginning of happiness, and new creation. Pink also signifiesnature in a bright joyful aspect, a regular start of new things, and youth.Black, the 3rd rank, denotes rebellion, resistance to norms, restriction and social strictness. It alsomeans formalism and professionalism. Japanese people usually wear black at formal occasions. 3. Thai people favor light blue, followed by red and lime green. 3
  4. 4. Light Blue for Thai people implies freedom, clear and spacious, peace-of-mind, problem-free (frompolitics). It also denotes lively, relaxed feeling and hope, as associated with a Thai saying which isclosed to After the storm comes the calm in English.Red is a symbol of good luck, enthusiasm, notability, fashionable, or to-be-seen at a party. Thosewho would like to be perceived likewise choose red dress at a social function, or public places.Lime green for Thai people means going back to nature, a simplified life, and holiday that the Thaislike. Recently it is seen that activities related to meditation and Buddhism has become increasinglypopular, in all generations and segments. They choose lime green as their preference because theyrefer the color to the spring of new leaves, which is a fresh, bright, blossoming green. 4. Vietnamese people favor red, followed by black and light blue.Red for Vietnamese people reflects a belief in fortune as well as an influence of color favor fromChina. In addition, it also symbolizes enthusiasm, determination and success which are all the mainvalues of the current Vietnamese society. 4
  5. 5. Black is a symbol of the Modern Vietnam because black color signifies power, strength, luxury, aswell as bad luck and death at the same time.It is observed that modern Vietnamese express their modernity and westernization by using blackmore freely. On the contrary, the older generation and those in rural area still avoid using black.Marketers therefore should be careful and very specific when it comes to the target group, sincethe same black color may be well accepted or badly rejected at the same extent by Vietnameseconsumers.Light blue, the 3rd ranked color, means being neutral, hope, and peace which is the feeling thatresides deep down in the Genetic Value of the Vietnamese after the cruel experience from the long-term war in the past. 5

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