Question

Topic: Customer Behavior

Favorite Colors By Ethnics

Posted by Anonymous on 1/27/2005 at 6:48 PM ET 25 Points
Has a study been done, within the past 2 years or so, that shows what color each ethnic group favors when making a major purchase?
Thank you - Becky
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RESPONSES

  • Posted by Peter (henna gaijin) on 1/27/2005 at 8:08 PM Accepted
    I am not sure you asked the right question - I don't think the affect of color is based on ethnicity, but instead would be based on cultural background.

    For example, a sansei Japanese-American (third generation - their grandparents were born in Japan, but parents and they were born in America) would be more likely to consider colors the same way a Caucasian American would over how a Japanese person would. They may ethnically be Japanese, but culturally they are American.
  • Posted on 1/27/2005 at 11:21 PM Accepted
    Peter's made a good point.

    Traditionally, each culture has a different meaning or sensitivity towards certain colours.

    For example, blue and white combination signifies death in traditional Chinese culture, Red is a sign of prosperity.

    However, if you were to ask a new generation Chinese or those (like myself) who were born and raised in a western culture, then we place less emphasis on such sensitivities.

    So, just to support Peter's reply, it's not really a matter of ethnicity but more of a cultural and personal preference.
  • Posted by Peter (henna gaijin) on 1/28/2005 at 1:54 PM Member
    Roxana's response reminded me of something. I was glancing through a book on how to do business in different countries last night and happened to be looking at Brazil. It said specifically not to wear the colors of the Brazilian flag (yellow and green). So I suspect her answer is correct most of the time, but not all.

    This book, "Kiss, Bow, or Shake Hands" by Terri Morrison, may be worth getting as a partial source for the answer to your question. It is an excellent resource for those working with other cultures.
  • Posted by Markitek on 2/6/2005 at 12:28 AM Accepted
    Try cheskin.com . . . they report that

    "Blue is the hands-down favorite color in the U.S., U.K., Australia, China, Korea, Japan, France, Mexico, Spain, Brazil, Canada, Italy, Germany, Sweden, Russia and Belgium"

    There is a report available there

    Look up the Institute for Color Research as well: https://www.ccicolor.com/
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