When developing message that target ethnic groups, advises Cynthia Chan, research manager for market research consultancy Cheskin, "there are symbols and design that you want to hone in on as far as culture is concerned." For example, within the Japanese culture, placing a check in a box indicates that this is an item that is being declined, rather than selected. Another example is phone numbers, which should be chosen with care when targeting Chinese prospects. While using lucky numbers will help prospects remember your contact info, bad luck numbers, such as 4, would turn them off. Make sure to thoroughly research and test within your target market to ensure that your carefully crafted message is not thrown off track by culturally misleading symbols.