dangjaithawin anantachai main stage - 2013

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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

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.



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



5

Have you ever wondered

why COLOR does matter

to a brand?



COLOR gives

MEANING04/12/2013 6Dangjaithawin Anantachai (Orm), Intage, Thailand


RED GLOW



RED FLAME



RED FRESH



RED HOT



MEANING OF RED IN FOOD



Arousing the needs



Arousing the appetite



MEMORY RED EYED TREE FROG

COLOR enhances



LOGO QUIZ



COLORMATTERS



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.



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

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



COLORDIFFERS



GREEN



ONCEUPON A TIME,IN CHINA…..



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).



31


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.



32


BLUE for Thai equals to freedom, free of troubles, free

spirit, most of Thais want to feel free from problems



33


BLUE in Vietnam means neutral feeling, hope,

faith and peace.

BLUE is the color of Vietnamese’s subconscious

hope for peace and safety.



COLORDYNAMICS



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

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.



40

Final Remark on Decoding

Color Symbolism

COLOR matters, color differs, color dynamics

it involves and evolves in daily life.

Color sellsit is often a subliminal influencer.

Color tellsit creates the symbolic story of each brand, each

logo which inject into our brain.



41

Are you readyto listen, engage,

observe and absorb 24/7?04/12/2013 41Dangjaithawin Anantachai (Orm), Intage, Thailand


THANK YOU

Dangjaithawin Anantachai (Orm)

Human Expert, Intage, Thailand



Q & A

Greg CoopsAsian Strategies

Dangjaithawin Anantachai (Orm)Intage, Thailand



dangjaithawin anantachai main stage - 2013

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