An introduction to national cultures and their differing perceptions of color, as well as an operationalization of Hofstede's five dimensions of world culture...

Much has been documented about the differing psychological reactions that color has among different cultures.

This recent article from Wichita University on Colors and national cultural associations, examines colors from a web design perspective, however it is a useful general reference as well.

Note for example his quote from Russo and Boor (1993) that the color Red suggests Danger in the US, Happiness in China, Anger/Danger in Japan and Life/Creativity in India. Now maybe we have to change the colors for Asia Market Research dot com!

The article also provides a good example of the operationalization of Hofstede's five dimensions on which world culture differs.

Nice introductory and thought-provoking material for advertisers and market researchers in Asia.