Chapter 5 Universals of Nonverbal Messages

Nonverbal Communication and Culture
Significance of Color in Culture

Colors vary greatly in their meanings from one culture to another.

Color: Cultural Meanings and Comments

Red
- In China, red signifies prosperity and rebirth and is used for festive, joyous, occasions and luck;
- In France and the United Kingdom, it indicates masculinity;
- In African countries, blasphemy or death;
- In Japan, anger and danger; and
- In India, purity
- Red ink, especially among Korean Buddhists, is used only to write a person's name at the time of death or on the anniversary of the person's death; this can create problems when Americans teachers use red ink to mark homework.

Green
- In the United State, green signifies capitalism, go ahead and envy;
- In Ireland patriotism;
- Among some Native Americans, femininity;
- To the Egyptians, fertility and strength;
- To the Japanese, future, youth and energy; and
- In China, youth and growth

Black
- In Thailand, white signifies old age
- In part of Malaysia, courage;
- In China, evil
- In Japan, evil
- In much of Europe, death

White
- In Thailand, white signifies purity;
- In many Muslims and Hindu cultures, purity and peace; and
- In Japan and other Asian Countries, death and mourning

Blue
- In China, masculinity, calm and authority;
- In Iran, blue signifies something negative;
- In Ghana, joy;
- Among the Cherokee, it signifies defeat;
- For the Egyptian, virtue and truth; and
- For the Greek, national pride

Yellow
- In China, yellow signifies wealth, authority, honor and royalty;
- In the United States, caution, cowardice, joy and happiness;
- In Egypt, happiness and prosperity;
- In Japan, grace, nobility, childish and gaiety; and
- In many countries throughout the world, femininity

Purple
- In Latin America, purple signifies death;
- In Europe, royalty;
- In Egypt, virtue and faith;
- In Japan, grace and nobility;
- In China, barbarism and
- In the United States, nobility and bravery