Cross-cultural features of color perception in e-mail communication: a comparison of English- and Arabic-speaking users

The purpose of the study is to define the influence of color design in marketing communications on message perception among representatives of different cultural and linguistic groups. The article focuses on how the choice of color in visual elements affects the conversion rates of email campaigns among Arabic- and English-speaking audiences, using data from one of the largest insurance companies in the Gulf region and a leading food delivery service. The scientific novelty is that, unlike most existing studies primarily based on surveys, this research adopts an empirical approach grounded in Big Data analysis. As a result, it was identified that there is no universal relationship between color and audience response: the impact of color is determined by the communication context and product category. In the food delivery segment, a statistically significant difference was found in the perception of the color pink, which elicited a higher response rate among Arabic-speaking users. Conversely, for insurance products (auto and travel insurance), no significant differences were observed in reactions to the traditionally used blue color. The findings emphasize the importance of considering cultural factors in the design of marketing materials, particularly in emotionally charged categories where color may serve as a key determinant of consumer choice.