American consumers are predicted to perceive a red brand label as more dangerous than Chinese consumers, reasoning that red carries danger associations in the US but positive ones in China.

Evidence

A Cross-Cultural Analysis of Brand Logo Color (Scholars’ Bank, University of Oregon)

XREF: connects to: To what extent does environmental visual adaptation (e.g., living in extreme high- or low-chroma landscapes) shift an individual’s implicit cognitive associations between achromatic light and moral valence?; Mainland Chinese participants associate red with up and green with down, while Hong Kong Chinese associate green with up and red with down, showing culturally specific environmental cues shape color meaning. — A systematic investigation of conceptual color associations

Mainland Chinese participants associate red with up and green with down, while Hong Kong Chinese associate green with up and red with down, showing culturally specific environmental cues shape… (similarity 0.86)
Participants across the UK and China showed an implicit association between red and high-status symbols using the IAT, with four different contrast colors. (similarity 0.84)
The Western group showed significantly stronger color-valence interaction than Mainland Chinese (but not Macanese) in red-green but not red-white opposition; findings diverge from explicit… (similarity 0.83)
Western showed significantly stronger color-valence interactions than Mainland Chinese for red-green but not red-white oppositions, revealing cultural variation in implicit color-valence associations. (similarity 0.82)
Chinese speakers employ a robust red-for-love metaphor grounded in universal color-emotion mappings reinforced by cultural practices. (similarity 0.82)