Color and Branding – Number 4 in a series.

Today let’s look at green.

As with all color descriptions, green shares some seeming contradictory characteristics depending upon context, culture and color attributes.

First, we mostly think of green associated with nature – green forests, fields, grass and veggies.

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But there’s also the association, in the United States, with money. And on the negative side, envy and greed – the green-eyed-monster – and inexperienced – greenhorn – are also green associations. 

Today, the word “green” has positive environmental connotations. Except, perhaps when associated with the Greenpeace organization.

There are numerous shades of green: forest, olive, pea, lime, jade, sage, sea come to mind.

In the Color Harmony Handbook, green is labeled “fresh”. Because it is a combination of the warm, sunny yellow and the cool, peaceful blue, it is a “balanced” color that’s easy to live with and can find a home in either hot or cool palettes. The Handbook also suggests that green recedes when combined with other colors, making them stand out with more authority. Thus, green may be selected as a second, background color for a predominantly red, its complement.

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When combined with blue, green really connotes nature, warm months, and new beginnings. Dark green combined with red certainly brings Christmas to mind. Again, dark green, this time with a deep blue or a rich gold, can convey a prosperity and dignity. And with deep browns, grays and other earth tones, green imparts a mature and resolute impression to the palette. When pale greens are used with other pastels, a feminine, fresh look is achieved.

If not the most versatile, green certainly ranks high on that scale.
 

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