Unit 7


A LIFE SKILLS: THE CULTURE OF COLOUR The fact that colours carry different meanings in different countries can make life difficult for international companies. They may need to change the colours associated with their brand to suit the country they are selling in. For example, an international courier company based in the United States generally uses dark brown vans to deliver parcels. In Spain, their business did not go well until the company realized that dark brown is the colour used there for hearses – the cars that transport bodies to funerals.


1


In your country are there colours that are associated with special events, feelings or situations? Think about the following:


a the colour worn by brides when they get married b the colour worn by people who attend funerals c colours for baby boys’ clothing d colours for baby girls’ clothing e colours associated with feelings, for example, in English if you ‘feel blue’, you are sad f colours that are associated with royalty.


2


In pairs. Compare your answers to 1. Based on your ideas, what advice would you give to foreign companies trying to sell products or services in your country? Think about:


• company logos • uniforms worn by company staff


• colours used for the product packaging • colours of the products themselves • the colour of any vans or trucks they use.


C skills 21


104


English for the 21st


Century • Unit 7


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