Cracking Category Codes

What does the colour purple mean to you? Did you know that purple is unpopular in China, associated with bravery in the US, considered soothing in India and prohibited at Japanese weddings?

CodeWorks is TapestryWorks’ approach to decoding the cultural meanings that influence behaviour – frequently unspoken and unacknowledged. CodeWorks begins by comprehensively analysing a category, revealing the implicit as well as explicit associations that inform advertising, packaging and other brand touchpoints. CodeWorks reveals the meaning of the symbolism, iconography, visual style and language of a category (including colour) to better inform brand strategy.

Check out just a few of the meanings associated with different colours as they appear in Asian cultures…

Cracking Category Codes