Visual Expressions of Designing a Global Brand

People respond to different colors in different ways on a subconscious level, which can often be dependent upon the culture of the person. Color is considered one of the most effective and powerful tools in visual expression, especially from the standpoint of symbolism. The symbolism of colors vary from cultures, in that the way one culture interprets a color may not be the way another culture interprets that same color. The use of color can also be effective in conveying a certain mood, making things more attractive, or signaling an emotion. The concept of the traditional color system in many East Asian countries, including China, Japan, and Korea, is influenced by the theories of Feng Shui. Feng Shui focuses on the harmonizing of energies (passive and active) to transform the powers of the five elements. The five primary colors (blue, red, yellow, white, black) are associated with energies, meanings, elements, shapes, directions, seasons, and symbols in Feng Shui. This is unlike Western color theory, which is based on logical and scientific formulas. The present study will investigate how color and images influence the designing of a global brand. This study will also explore how global companies’ brands work to adapt to cultural differences in order to effectively communicate and appeal to an international audience.