June 30, 2017

You might say, “But what about bright colors like red?” After all, this “warm” color inspires activity and youthful energy. But the meaning of color can vary a lot from culture to culture. These meanings differ particularly in the case of Japan and the US.

June 20, 2017

Marketing materials that are designed to be bold and eye-catching for the American audience tend to come off as too strong or “loud” for most of the same demographic in the Japanese market. Instead, the preferred colors for Japanese websites are overwhelmingly blue, white (including “blank” backgrounds), and other light colors.

June 2, 2017

Over the past two years, I have seen a number of marketing materials for Japan pass across my desk. Some were creative translation requests and some were what they called “disaster checks.” I would look at many of the creative translation requests alongside the visuals that went with them and think to myself, “The visuals have to be better adapted for Japan. Right now this is only going to be half...

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