World Hue

When Young & Rubicam's Brand Futures Group polled colleagues in 41 countries, not all respondents cited blue as the most millennial shade, but there were similarities in how different world cultures seem to view the color. Sample comments:

* "Blue means something far away, something in the future" (Thailand)

* "Blue means sky, clear, unpolluted water, calm, refreshing, cleansing" (Singapore)

* "It's fresh, cool" (China)

* "Blue's the color of the sky; open and full of hope" (Canada)

* "Blue is a hope for a better future, It is a water that shapes life" (Poland)

* "Blue is hope, trust, reassurance" (Germany)

* "Blue means hope and optimism" (U.S.)

* "Blue evokes images of a distant horizon" (South Africa)

* "Blue means future, cyber, hope" (France)

* "Blue is the color of the sky and of space and of our planet seen from space; in the next millennium, sky and space will be the new frontiers" (Italy)

* "Sapphire blue is idealistic and full of hope for the future; blue gives a sense of a new beginning, new life, festivities and hope" (Canada).

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