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Journal of International Marketing and Marketing Research
2026, Volume 4, Issue 1 : 1-5
Research Article
Color Psychology Across Cultural Contexts
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1
Department of Behavioral Design & Visual Cognition, University of Toronto, Canada
2
School of Cultural Semiotics & Marketing Psychology, National Institute of Business Studies, New Delhi, India
3
Faculty of Human-Technology Interaction, Kyoto University, Japan
Abstract

Color psychology plays a critical role in global communication, branding, advertising design, and user experience. However, emotional responses to colors are not universal. Cultural history, religion, political symbolism, and social meaning significantly influence how colors are interpreted in different regions. This study investigates cross-cultural color perception using survey data from 1,220 respondents across 10 countries, semiotic analysis of branding campaigns, and interviews with cultural design experts. Results show that Western cultures associate white with purity, while East Asian cultures often link it with mourning; red signifies danger in North America but prosperity in China; and green signals environmental ethics globally but may also symbolize religion or political movements in specific contexts. A cultural design framework is proposed to guide brands, educators, and UI/UX designers in applying regionally sensitive color strategies.

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