Cultural Differences in Symbols & Color

As a designer, being culturally aware is an important responsibility as well as an ethical issue. As the communication landscape has exploded with the internet and social networking, people around the world are connected more than ever before. Because my designs have the potential to easily reach anyone in the world, I must stay culturally informed so my work does not unintentionally offend anyone.

There are many examples of symbols carrying different meanings across cultures. Something as simple as a hand gesture can hold many different meanings. Back in 1992 in Australia, George Bush Senior help up the letter “V” with his pointer and middle finger, intending a message of victory. Unfortunately, he didn’t realize the direction the palm faced held different connotations. As he signaled the crowd with the back of his hand facing the crowd, people became offended because in Austrailia this means “up yours mate” or ” go – you/know/what- yourself.”

Colors also have cross-cultural meanings. For example, the color white is often associated with purity, innocence, cleanliness, in western cultures. This is why white is worn by brides and associated with marriage. In contrast, Eastern cultures associate white with mourning and funerals. Color is a huge part of design and personally my favorite element of design. I use a lot of color in my work, but I must be cognizant of how my colors may affect other people.

Like I said earlier, designers must be aware of cultural differences and the implications their design could have on another society. In 2004, Nike released an commercial titled “Chamber of Fear” that drew controversy in China. The ad starred basketball player Lebron James (rookie of the year at the time) defeating kunfu masters, Chinese women in traditional attire, and dragons. The Chinese banned the ads from their television networks because they were insulting to Chinese culture. Not only did it diminish important cultural symbols to the Chinese such as dragons, it sent the message that American culture is superior to or more powerful than Chinese culture.

Sources:

http://www.asiaarts.ucla.edu/article.asp?parentid=18843

http://www.chinadaily.com.cn/english/doc/2004-12/22/content_402383.htm

http://www.mirror.co.uk/celebs/news/2009/11/09/up-yours-louis-walsh-and-the-top-ten-celeb-v-sign-flashes-115875-21808843/

http://en.wikipedia.org/wiki/White

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