The document discusses a presentation given at the Festival of NewMR 2013. It examines how color symbolism differs across cultures and generations. The presentation tests the hypotheses that color meanings change based on cultural context and generations through studies comparing perceptions in China, Japan, Thailand and Vietnam, as well as different age groups in Thailand. It finds that colors like red, blue, and green have diverse associations depending on the region. The presentation also explores how color symbolism dynamically evolves over time and varies between younger and older generations.

1. All copyright owned by The Future Place and the presenters of the material
The Festival of NewMR 2013 would not be possible without our sponsors. Thanks to:
Gold Sponsors
Silver Sponsors
Session Sponsors
Media Partner
Festival Supporters
• Q – Research Software
• CreaMetrix Research
• TapestryWorks
• Keen as Mustard
• CrowdLab
• L&E Research
• Schlesinger Associates
• Focus Forums
• eCGlobal Solutions
• Revelation

2. Color, Semiotics, Asia,
and Communities
Dangjaithawin Anantachai (Orm)
Human Expert, Intage, Thailand
04/12/2013 2Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

3. 3
DECODING COLOR SYMBOLISM – Our Hypothesis
1.Color connotes different meanings due to the
change of cultural context or different genetic
value.
Color connotes different meanings due to
the change of generations or generation value.
2.
04/12/2013 3Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

4. 4
DECODING COLOR SYMBOLISM – Our Methodology
1.
2.
To test the1st hypothesis, the regional study
among 4 INTAGE offices was conducted, namely
China, Japan, Thailand and Vietnam via online
and face-to-face interview respectively
For the 2nd hypothesis, MROC or 24/7
DIGINOGRAPHY was adopted within Thailand
only (same culture) but various aged groups
04/12/2013 4Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

5. 5
Have you ever wondered
why COLOR does matter
to a brand?
04/12/2013 5Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

6. COLOR gives
MEANING
04/12/2013 6Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

7. RED GLOW
04/12/2013 7Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

8. RED FLAME
04/12/2013 8Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

9. RED FRESH
04/12/2013 9Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

10. RED HOT
04/12/2013 10Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

11. MEANING OF RED IN FOOD
04/12/2013 11Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

12. Arousing the needs
04/12/2013 12Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

13. Arousing the appetite
04/12/2013 13Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

14. MEMORY RED EYED TREE FROG
COLOR enhances
04/12/2013 14Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

15. LOGO QUIZ
04/12/2013 15Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

16. LOGO QUIZ
04/12/2013 16Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

17. LOGO QUIZ
04/12/2013 17Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

18. LOGO QUIZ
04/12/2013 18Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

19. LOGO QUIZ
04/12/2013 19Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

20. LOGO QUIZ
04/12/2013 20Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

21. COLORMATTERS
04/12/2013 21Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

22. COLOR MATTERS
• Color increases brand recognition/visibility up to 80%.
• Color improves readership as much as 40%.
• Color accelerates learning and comprehension up to 73%.
• Color increases motivation/ participation.
2204/12/2013 22Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

23.  Color is NOT the static energy.
 It portraits both conscious and subconscious messages across culture,
generations, depending on its context.
COLOR AND ITS SIGNAL

24. 24
DECODING COLOR SYMBOLISM
• Color always has 2 polar sides of symbolism –positive
& negative- depending on context
Positive symbolism
• Happiness
• Sexiness
• Love
• Passion
• Energy
Negative symbolism
• Heat
• Destruction/ War
• Rebellion
• Aggression
• Prostitution
• Violence
• Devil
Positive symbolism
• Power
• Confidence
• Mystery
• Charming
• Luxury
• Sexy for men
Negative symbolism
• Death
• Sadness
• Loneliness
• Devil
• Disappointment
• Unluckiness
04/12/2013 24Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

25. COLOR
DIFFERS
04/12/2013 25Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

26. GREEN
04/12/2013 26Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

27. ONCE
UPON A TIME,
IN CHINA…..
04/12/2013 27Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

30. 30
DECODING COLOR SYMBOLISM - CROSS CULTURES
BLUE in China now means the NEW & MODERN
China…
(look into the case of new elite brands in China now ; Dior’s limited Shanghai
Blue Phone or the LEVI’s sub-brand - deniZEN).
04/12/2013 30Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

31. 31
DECODING COLOR SYMBOLISM - CROSS CULTURES
Blue in Japan represents the belief in harmony with
MOTHER NATURE.
The Japanese believe that nature: Mount Fuji, river,
ocean; all come in BLUE color.
04/12/2013 31Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

32. 32
DECODING COLOR SYMBOLISM - CROSS CULTURES
BLUE for Thai equals to freedom, free of troubles, free
spirit, most of Thais want to feel free from problems
04/12/2013 32Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

33. 33
DECODING COLOR SYMBOLISM - CROSS CULTURES
BLUE in Vietnam means neutral feeling, hope,
faith and peace.
BLUE is the color of Vietnamese’s subconscious
hope for peace and safety.
04/12/2013 33Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

34. COLOR
DYNAMICS
04/12/2013 34Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

35. 04/12/2013 35Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

36. 04/12/2013 36Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

37. 04/12/2013 37Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

38. DECODING COLOR SYMBOLISM – ACROSS GENS
•Color of Energy Intensity across
generations are uniquely different.
•GEN Y has more energy on “PLAY” mode since
it makes them more “CONNECTED” and “FIT IN”
among peers.
•Energy of GEN X and BB are high on “WORK”
mode - their success is the result of hard work.
38

39. DECODING COLOR SYMBOLISM – ACROSS GENS
• GEN Y signals color connotation in relation to person,
objects and tangible images, more of materialism.
• GEN X and BB signal more towards intangible images,
abstraction, more of feelings and beliefs.
3904/12/2013 39Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

40. 40
Final Remark on Decoding
Color Symbolism
COLOR matters, color differs, color dynamics
it involves and evolves in daily life.
Color sells
it is often a subliminal influencer.
Color tells
it creates the symbolic story of each brand, each
logo which inject into our brain.
04/12/2013 40Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

41. 41
Are you ready
to listen, engage,
observe and absorb 24/7?
04/12/2013 41Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

42. THANK YOU
Dangjaithawin Anantachai (Orm)
Human Expert, Intage, Thailand
04/12/2013 42Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage

43. Q & A
Greg Coops
Asian Strategies
Dangjaithawin Anantachai (Orm)
Intage, Thailand
04/12/2013 43Dangjaithawin Anantachai (Orm), Intage, Thailand
Festival of NewMR 2013 - Main Stage