Let’s talk about colour – Green

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Introduction

Green is a versatile and popular colour used in various fields such as graphic design, fashion and branding. It sits between yellow and blue on the visible light spectrum, and it’s often associated with nature, growth, and freshness. From a scientific standpoint, green is a primary colour that can be combined with varied amounts of the other two primary colours, red and blue (in the RGB Colour Model) to make every other colour on the visible light spectrum. In colour theory, green is considered a cool colour, and it’s often associated with calmness, tranquillity, and balance.

How Can The Colour Green Affect Our Purchasing Behaviour?

Green is a common colour used in packaging and branding for products that promote eco-friendliness, natural ingredients, and organic materials. Studies have shown that green can make a product more appealing to environmentally conscious consumers. Additionally, green is associated with wealth and prosperity, and it’s often used in marketing for financial and investment services. However, the use of green in advertising can also backfire if it’s not used appropriately, especially when it comes to products that are not environmentally friendly.

Green colours are associated with nature and induce relaxed feelings, green is commonly used in retail
environments where calmness is key, such as pharmacies or health food stores.

What Does Green Say About a Brand?

Green is often associated with environmental responsibility, natural and organic products, and health and wellness. Brands that use green in their logo or packaging are often seen as trustworthy, reliable, and eco-friendly. However, the use of green can also imply youthfulness, freshness, and fun. It’s important to consider the shades of green used in branding and how they align with the values and goals of the brand.

Many well-known brands use green in their logo and branding to emphasize their environmental
responsibilities or to promote their use of natural or fresh ingredients in their products. Green is
also associated with money, prosperity, and growth, which many companies can use to their
advantage.

Colour Green And It’s Usage

There are affective ways of using green, and then there are…not so affective ways of using green Colour is very important in the design process as it communicates with people on a psychological level. Green can be a great colour to use in design, but it’s important to use it wisely. Good use of green can create a calming and inviting atmosphere, especially in healthcare, wellness, and environmental organizations. However, bad use of green can create a negative impact on the viewer, such as when it’s used in excess or with contrasting colours that clash. For example, bright neon green can be overwhelming when used as a background colour, while olive green can be too dull and uninspiring.

Let’s take this simple example of a web form and button below.

In these examples, we can see how the same form can be interpreted differently by the user depending on how the colour is used. The over-use of green is apparent in the first example and can cause negative feelings and/or emotions. The second form, however, could be seen as clean, fresh, and modern, as the use of green has only been applied as an accent colour to positively and clearly direct the user’s attention.

In these examples, you can see that while green brings nature to interiors and creates an eco-friendly and earthly environment it can be confusing when you see a green painted building…

Emotions And Meanings of Different Shades of Green

Different shades of green can evoke different emotions and meanings. Lighter shades of green, such as mint green and pastel green, are associated with freshness, calmness, and youthfulness. Darker shades of green, such as forest green and emerald, green, are associated with luxury, prosperity, and nature. However, too much dark green can create a negative impact and be perceived as dull or uninviting.

It’s important to be mindful of the type of green you use in your marketing materials; different shades
and tones can evoke different emotions and feelings in people.

Key Take-aways

• Green is a primary colour that sits between blue and yellow on the colour spectrum.
• Many brands use green to emphasize their environmental responsibilities and to promote eco-friendly and natural products.
• Green is considered a ‘cool’ colour and often promotes feelings of calm, tranquility, and wellness.
• If green is used in the wrong way, it can cause feelings of envy, sickness, and greed.
• Green is the colour of nature and is often associated with rebirth, growth, and freshness.

Conclusion

Green is a versatile and popular colour that can be used effectively in graphic design and branding. When used appropriately, green can convey trustworthiness, eco-friendliness, and naturalness. However, it’s important to consider the shades of green used and how they align with the values and goals of the brand. When used effectively, green can have a positive impact on purchasing behaviour, emotions, and productivity.