Colors in Taiwan

Colors have a unique and important meaning in Taiwanese culture, and it is worthwhile to know the symbolism before making choices in gifts, branding, or other interactions. In Taiwan, White symbolizes death and mourning and is a common color used at funerals. A packet of money may be given in a white envelope as a show of sympathy to the family of the deceased. It is not a color for a festive occasion, for gift wrapping, and definitely not for a “get well” present. Red has a particular meaning in Taiwan. Associated with good luck and prosperity, red is a key color used in celebrations. You will see a lot of red around Lunar New Year and wedding ceremonies and gifts of cash wrapped in red envelopes are common for occasions like this.

Purple has a few implications, including romantic love, but also nobility. Also, purple has Taoist symbolism to suggest divinity. Gold is a symbol of nobility and wealth – and for a time was highly popular. However, be very careful with yellows, which can suggest explicit material.