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A good understandingof color concerning any particular cultures a crucial tool especiallyif one intends to conduct business in that country. For centuries,most nations have maintained the interpretation of colors in theircultures. Therefore, whenever one has to do marketing or engage inany form of business in a country, they have to acquire knowledge ofthe positive and negative interpretations of the theme or color theyare likely to use. This is important since it boosts the level ofimpact (Groh, 2016). In the recent past, Western cultures haveadopted the use of color meanings from the eastern countries whilethe eastern cultures have borrowed from the Western nations.

The people of Edo orBenin have in the past been believed to like the red color so muchthat their attires are regarded incomplete without it. In Benin, thered color is thought to chase or drive away any form of maliciousforces that may be directed at someone. Additionally, the use of redcolor on garments or any other equipment protects one frompotentially evil deities. In that country, due to the valueattributed to the red color, they created crowns of previous rulers,whose heads are painted red (Groh, 2016).

The interpretationof the red color in Benin differs from the description of the samecolor in the United States of America. In America, the variedinterpretations of the red color include passion, danger, anger,energy, and desire. The color is attributed to result in a boost inthe level of energy, increasing the heartbeat and consequentlypressuring the release of adrenalin. Concerning passion, the color isemployed on Valentine’s Day as a show of love.


Groh, A. (2016). , Language and Thought: Field Studies onColour Concepts. Journal of Cognition and , 16(1-2),83-106.

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