Recently, global colour authority PANTONE announced the ‘Colour of the Year for 2013’: PANTONE 17-5641 Emerald, “a lively, lush green”. According to PANTONE, Emerald is perceived as “sophisticated and luxurious”, as it is associated with “brilliant, precious gemstones, symbolically, bringing a sense of clarity, renewal and rejuvenation, which is so important in today’s complex world”.
Executive director of the Pantone Colour Institute, Leatrice Eiseman, also added that, “green is the most abundant hue in nature and that the human eye sees more green than any other colour in the spectrum”.
Now, I’m in complete agreement as green is my favourite colour but what do we know about the colour, it’s associations and meanings and how could it be used to enhance your business?
In general, green is considered to be a colour of growth and vitality, associated with new life, renewal and prosperity—no other colour conveys regeneration more than green.
Psychologically, green is seen to relate to balance and harmony of the mind, the body and the emotions. It assists in decision making by helping us to see all sides clearly.
Physiologically, green balances people’s emotions, creating a sense of calm.
Green is also associated with nature, health and healing, and the environment, creating a sense of compassion and nurturing for all. It encourages generosity, kindness and sympathy. Darker greens relate to money, wealth and prestige, while lighter greens relate to growth and freshness. Green is regarded as the colour of money in the Western world so is particularly suitable for money and financial websites.
Too much green though can sometimes lead to feelings of envy, greed and selfishness. Dirty olive green can have negative connotations unless it is associated with the environment.
Green is an ideal colour to promote natural, safe, organic products. It is also beneficial in the promotion of environmentally friendly products, health and healing.
Green suggests something ‘new’ and fresh. Lime green creates an anticipation of the potential of what is on offer (see the Happy brand, lush lime!).
Green can also be motivational, encouraging people to join social groups and satisfying their need to belong.
These are obviously generalisations but it is interesting isn’t it?
Colour psychology may not be an exact science since there are no right or wrong colours, only colours which may get a better response than others from your target market. It is understood though that there is a physiological and a psychological component to each colour as well as the subjective meanings attached by each individual.
Colour psychology can affect us in so many ways and has a powerful subconscious effect on every part of our lives. Sometimes we are unaware of the impact of our colour choices on our website, our stationery and packaging, in our retail store or office, in our marketing or our business clothing.
Interestingly, to enhance your own business profile and marketing, it is suggested that you don’t use any colour entirely on its own; in pairing a complementary colour with your main choice, over-use of any one colour (which can negate its effect and in fact have the opposite effect) can be avoided.
An understanding then of colour meanings in business is perhaps essential and could provide an invaluable tool to get the best response to marketing and promotional efforts and ultimately to create a successful business. Whilst colour is clearly not the only important ingredient in your marketing, it is the first thing that hits people and it can leave a lasting impression – don’t underestimate the power of that first impression.
And don’t underestimate the power of the subconscious messages that colours send to your market.
Fascinating isn’t it?……
Debbie Lewis is a Customer Support Executive at Happy Creative, a full service marketing and creative agency based in Blackpool, Lancashire. To learn more or contact us please go to www.happy-creative.co.uk
