Colors Symbolism in China

In China colors have a profound symbolism and meanings that extend beyond their aesthetic qualities. Each color is linked to distinct emotions and ideas. For instance, red conveys notions of luck, happiness, energy, and festivities, whereas yellow signifies authority, majesty, and affluence. Recognizing these color symbolisms is essential in business, especially when devising branding strategies aimed at the Chinese market.

Numerous brands integrate these cultural connotations into their advertising initiatives to establish a deep emotional connection with their audience. Recognizing and harnessing the profound cultural meanings associated with colors is crucial for companies navigating the diverse Chinese market. But what are the most important colors in Chinese culture?

Colors Symbolism in China: Behind The Meaning


Red symbolizes joy, wealth, good fortune, and festivity. This lively hue embodies life’s energy and the illumination that dispels all shadows. That’s why it’s the color associated with the Chinese New Year festivity. Throughout China, red is omnipresent, adorning brands, packaging, and advertisements. 


The color white carries dual meanings. Encompassing positive traits like purity, cleanliness, innocence, and brightness. Yet, it also signifies mourning and death, making it a complex choice for marketing and product design in China. In fact, businesses must exercise caution due to its potential to evoke negative emotions and cultural sensitivities related to funerals. 


Black is linked with mystery and spiritual meanings, symbolizing water and hidden wisdom. It holds significance as a primary color in the Five Elements Theory and is associated with Heaven, representing authority and esoteric knowledge. Yet, black can also carry negative connotations like disaster and sorrow. Nevertheless, it is utilized in marketing campaigns to create striking contrasts and in feng shui practices to symbolize prosperity.


The colors blue carries profound meaning, signifying harmony and trust. Blue is linked with healing and trust. This hues is frequently employed in home décor to promote longevity and balance. Integrating shades of blue into your marketing materials can evoke feelings of confidence, serenity, and equilibrium among Chinese consumers.


Gold signifies wealth, prosperity, and influence. Regarded as an imperial color, it represents royalty and abundance and is often utilized in marketing and product design to convey luxury and achievement. Chinese culture associates gold with happiness and good fortune, believing that incorporating this color into branding strategies can attract positive energy and enhance perceptions of affluence and abundance. Recognizing the cultural importance of gold in China can lead to impactful marketing campaigns aligned with the audience’s values and desires for prosperity.

Colors Symbolism in China: Successful Case Studies

Here are some Chinese brands and products that by strategically exploiting color symbolism have created successful marketing campaigns:


Coca-Cola’s iconic use of the color red serves as a notable illustration of how color can become closely associated with a brand. Through their consistent use of red, Coca-Cola has successfully fostered a powerful emotional bond with customers globally. As a matter of fact, this vivid shade of red elicits feelings of happiness, enthusiasm, and vitality

Source: China Daily


Apple’s renowned white logo symbolizes simplicity, purity, and innovation. Their minimalistic design ethos and preference for white as their primary color have positioned them as pioneers in user-friendly and advanced technology products.

Source: The Japan Times

Tiffany & Co.

Tiffany & Co.’s distinctive Tiffany Blue is a one-of-a-kind hue that distinguishes the brand and signifies luxury. This elegant blue-green shade exudes sophistication and trust, prominently featured in their branding and packaging, thereby solidifying their status as a leading jewelry brand.

Source: Retail in Asia

In conclusion, to connect effectively with the diverse Chinese market, understanding the cultural nuances associated with each of these colors is essential for businesses.
By having these color cautions, you can make informed decisions that resonate effectively with your target audience. This ultimately leads to stronger relationships and greater success in the Chinese market.

Long Advisory digital marketing agency in China

Long Advisory supports Western companies in China through digital marketing. In fact, our experience has led us to believe that today, the best and most convenient approach to making your brand well-known in China is through a digital approach. Furthermore, thanks to our know-how, we know how to make your brand known to potential Chinese consumers. With the effective coordination of Long Advisory, your company will see a new rise in the largest market in the world: China.

Long Advisory is a digital marketing agency specializing in developing digital marketing solutions tailored for the Chinese market. 

Interested in expanding your brand in China? Contact us for more info and details at


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