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China Marketing

Design differences B2B marketers in China need to know

Any visitors China will have noticed they do things a bit differently here. The stereotype of Asian aesthetic is colorful, sometimes brash, bold and bright. You might love it, or it might not be to your taste.

But there's a reson behind it.


When considering your B2B marketing collaterals for China, don't just with what you've done for the Western market. You may think it looks great, or your budget means design isn't a priority.

However, to give yourself the best chance, take a look at some of these key design differences between the East and West, and think about if your company needs to go back to the drawing board before getting into the Chinese market. These tips apply to both online and traditional marketing materials.


In the West, black and white look clean, tasteful and serious. White in particular is good if you're trying to get across the idea of purity, and too many bright colors are avoided because they make a design look to loud.

In China, white is the color used during funerals, so has a strong link to death, and black also represents misfortune. Red, gold and yellow are widely used because they represent prosperity and fortune.


Western design uses a lot of straight, clean lines, and there isn't really a particular meaning to different shapes, it's depends on the product/service.

In China, shapes with sharp edges or points are out - they represent bad luck. Bad news for triangle fans! However, roundness, symbolizing unity and harmony, is very popular.


In the West, numbers can have cultural connotations (think Lucky 7) and marketers can play on this as they see fit. In China, you've got to be careful. The number four sounds like the word for death in Mandarin, so is strenuously avoided, that even goes for anything in groups of four too. 6,8 and 9 are all linked to good fortune.

Layouts and fonts

Creative campaigns in the West would be considered boring by the Chinese. Simple fonts and layouts, striking use of white space and clean, sharp design are not eyecatching enough here. Elaborate fonts show care and attention, and space is filled.

7 Tips for B2B Marketing China

Brandigo created a range of story-telling assets that included video, supporting client stories, graphics and icons and ultimately a new website and presentation to create the new brand experiences."

- Max Mustermann

Director at GE Healthcare

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