Insight article

Black envelopes

A client told us about their experience when they decided to send a promotional mailing to all their customers all over the world.

Being a contemporary kind of company, they had decided to use a trendy design and all was encased in a smart black envelope with the logo in the corner.

Within a few days the client was flooded with calls from Asia. Customers were asking what was the matter? They dared not open a black envelope, as this symbolised incredible bad luck and death in several Asian cultures.

It just goes to show – great design in communication can meet its match with culture!

Nailia Tasseel