The Colours of Crowdfunding
Everyone picks a favourite colour as a child. Mine may not agree with
yours, but this does not mean either of us chose wrong all those years
ago. In fact, the colours we cherish may reflect less about our
interiority than we may think because certain colours are culturally
conditioned. For this reason, international campaigns must identify
cultural colour associations.
Take, for example, white, a shade North Americans associate with
cleanliness, purity, and modesty. In Asia, however, white represents
mourning. Back in the Middle Ages and Renaissance, widows often wore
white to symbolize grief as well. Here, we see colour as an indicator of
culture and time. Keep in mind trends across generations before
selecting your marketing colours.
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