The colour red in cultural contexts

Colours have different meanings and associations in different contexts.  Click here to learn more.

Psychologically, red stimulates the body and mind.  It is often used in branding everyday merchandise (Mcdonalds, wendy’s etc). Red is also a bold, attention-getting colour. It projects an image of power, action, and confidence. Red evokes strong emotions, whether love, warmth and comfort, or intensity or even anger. Red is powerful, and could be fun.

Politically, red is associated with communism and revolution in countries like Russia.  Click here for examples of how red is used prominently in Russia.

Red also has different meanings in different cultural contexts.

In Asia, red symbolizes Good luck, Joy, Prosperity, Celebration, Happiness and a long life.  It is a lucky colour, and Chinese New Year is decorated in red, such as red lanterns and red packets.  Because it is such an auspicious colour, brides often wear red on their wedding day and red envelopes containing money are given out during holidays and special occasions. In India red is associated with purity, sensuality, and spirituality. In Iran, red is a colour of good fortune too.

The colour red is also associated with cultural stories.  Click here for the story associated with the Chinese New Year, in which people used red paper to ward off the nian monster.   So people referred to Chinese New Year’s Day or the Spring Festival as “Guo Nian”, which means passing through the attack by the nian monster.

In Africa, red means Death, Danger, Daring, Urgency and Energy.  In Africa, some countries associate red with death, and in Nigeria it represents aggression and vitality. While being considered a lucky charm in Egypt.