Blue World

Whatever your views of Chelsea Football Club and their current fortunate position, you'll now have to concede that blue is most definitely the colour. All 17 countries in a recent survey by US consulting and strategic research firm Cheskin, from China to Brazil via Sweden, voted blue their favourite colour by a large margin.

NB We apologise up front to spelling aficionados on both sides of the Atlantic because talking about 'favourite colours' is guaranteed to wind someone up however we spell it.

In the 17-country study by Cheskin, sponsored by MSI-ITM and CMCD Visual Symbols Library, blue is the 'hands-down favorite color' in all seventeen. Countries covered are the US, UK, Australia, China, Korea, Japan, France, the Netherlands, Mexico, Spain, Brazil, Canada, Italy, Germany, Sweden, Russia and Belgium.

'This shows a surprising commonality around the world' according to Davis Masten, 'Chairman and Catalyst' at Cheskin. 'Blue relates to the sky and water and represents cool, calm and refreshing'.

Second place colours vary, with Black second in Mexico and Brazil, Green in Asia (including Russia) and either red or purple in other countries.

The report also analyses which colours are associated with which countries and with which brands. At least 500 respondents were surveyed online in each of the 17 countries included. Other topics covered in the study include color association with brands, countries and categories.

Cheskin specialises in in-depth understanding of people, their cultures and the influences that motivate them. A full report of the survey can be found on its web site, www.cheskin.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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