Color guidelines: It’s not black and white article tells that there are different meanings of color in various countries. Think about who your audience is, and what context the colors are in. The challenge is that web projects are on the internet, which has an international audience. Here is a table from the article:
As you see colors are culturally influenced. For example in Chinese- and Korean-speaking countries, green is a negative color and red is a positive color. The key here is to know your audience. Think about localizing sites. And remember that targeting primarily either location or language seems to be an oversimplification.