Hi, this blog is different from others. You might have seen my name passing by as a blog author but never did I introduce myself. In short: I am Pascal Swier and have been working for Fitbrand for almost 4 years. Last September I started my journey through Southeast Asia. Once here, I quickly noticed differences in culture, but also in design. In this blog I will tell more about that. And no, this is not a typical travelogue - this is my observation of some design differences between the Netherlands (or Western culture) and Southeast Asia, based on four months of travel through Thailand, Cambodia, Vietnam, Laos and Indonesia.
About my journey: color, creativity, and culture
Why this trip? Simply because I wanted to see more of the world, discover new cultures and also take a different look at marketing and design. In Asia, I discovered not only new landscapes meals and cultures, but also vibrant color palettes that are increasingly disappearing in our European designs. From reds and yellows in abundance to playful designs, I take you through my observation.
This blog is not just about what I saw; it delves into the meaning of color in Asia and the importance of a persona. It is my personal observation on how design differs by culture, and how understanding these nuances is the key to success in a world that is constantly changing.
Colorful Asia vs. sleek Europe
Wherever I go in Asia, one thing immediately stands out: there is color everywhere. Stores, houses and even the streets themselves. Red and yellow dominate, contrasting with the minimalist black and gray you see more and more in European cities. In Asia, color is not just an expression; it carries deeper symbolism and cultural meaning.
Here in Asia, where the use of color tells a story, Europe seems to be moving more and more into the minimalism, colorless and sleek world due to the development in digitization (I wrote a blog about this in 2021: "Blending; how brands integrate into our lives").
For example, at the beginning of my trip, I had to download some useful apps. Upon downloading the Grab and Bolt apps (the Asian Uber's), I noticed the green logos and playful designs. In comparison, the black tones of the Uber app exude a more Western, minimalism, sleek aesthetic.
Playful designs and less rigid standards
Designs in Asia have a dynamic all their own. They embrace playfulness and often defy the rigid standards we are used to in Europe. Instead of clean lines, you see organic shapes here. Besides the fact that the colors of all road signs and general signs differ from European signs, the message also differs. Whereas in Europe we often opt for the same and clear icons, here you see enormous diversity in design.
This sometimes makes for very nice creative new icons but sometimes also for ambiguity (for example, designing an icon for men's and women's toilets so creatively that the difference is unclear).
Image of: Mum's Gone To...
This creative freedom brings a refreshing perspective. In an Asian design view, it is not just aesthetics; it is an expression of vibrancy and dynamism.
As I contemplate the contrasts between sleek European standards and playful Asian designs, the realization dawns on me that design is not as universal as I thought. It is a cultural language, and here in Asia a different language is spoken.
The meaning of color in asia: a deeper symbolism
Behind each color in Asia is a deeper symbolism, a language that reflects the cultural context. While red often symbolizes happiness and prosperity (and in europe is often used as a warning color), yellow represents royalty and prosperity (which in europe is white). The use of color goes beyond aesthetics; it communicates with the soul of society. Unlike the more neutral color palettes in Europe, the colors in Asia tell a story of rich traditions and deeply held beliefs.
During my trip, I noticed that these colors not only attract attention but also elicit an emotional response. Here, a red signboard is more than just a visual cue; it is an invitation to experience happiness. This deeper meaning of color offers marketers insights that go beyond aesthetics; it's about understanding the emotional response that colors can evoke.
Diversity in stores and stalls
As I made my way among the bustle of Asian markets, I noticed the abundance of stores and stalls, but often with a lack of diversity. Whereas in Europe each store seems to have its own unique look, here it is sometimes difficult to distinguish between the various vendors.
The 4 p's of marketing do not seem to apply here:
Product
They have never heard of a Blue Ocean here because if a product sells well, it sells everywhere. It doesn't matter if it's food, souvenirs or clothing. If it is found to be selling, all the other stores start selling it too.
Location
One of the things I find hard to understand is that similar stores are often on the same street here. I tried to link this to marketing technique with the example of a coca cola can vending machine where a pepsi can vending machine is placed next to it. Sales increase because people no longer ask themselves whether they should buy a can of Coke but which brand they should buy. However, this does not seem to be an issue here. Sometimes you search for hours for a specific store and once found there are 4 more stores on the same street that sell this product (often right next to each other).
Promotion
All booths look the same. A large yellow area with black lettering and a stock photo indicating what is being sold. The menus use the same photos and the stores all seem to belong to the same owner despite that not being the case.
Price
Bargaining is in the culture and for the same product you pay a completely different amount from one city to another but when stores on the same street sell the same product they seem to have agreements not to compete each other out.
Main lesson: understand the people, understand the market
As I immersed myself in Asian culture, I realized that the power of personas lies in the ability to understand the deeper motivations and needs of the target audience. It goes deeper than just demographics. Personas serve as the key to understanding cultural nuances and tailoring marketing messages to the diversity of the target audience. What works well in europe might never catch on here, and vice versa.
Want to know more?
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