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How Color Evokes Emotion - It's Getting Easier to Be Green

June 30, 2012 | Comments: 0 | Views: 156

When I was a kid, I remember Kermit the frog singing to us, "It's not easy being green". These day's, being green is back en vogue. In our modern American society, being green has grown into eco-friendly world movement. What was once associated mainly to envy and jealousy, now being green symbolizes health, wellness and nature.

The Psychology of Green

The average person is so exposed to the color green that being surrounded by it gives them the sense of peace and tranquility. The color has the unique trait that depending on the hue and tone of the color your emotions can range from peaceful to negative. When used in natural, bright, rich tones from lime to forest, viewing it can be peaceful and soothing. When pale and unsaturated, it can turn your stomach making you feel unsettled and negative, coming off as gross or 'slimy'.

In advertising, the color green has a variety of uses, but generally whenever used, has a very specific purpose. Meaning, when designers are creating a website or advertisement for a health food store, the color green will be prevalent throughout to give the viewer a 'healthy' feeling. Using red instead of green in this case would never achieve the same result, no matter how talented the designer. So in this case, the color green gives the viewer a sense of health and nature and peacefulness.

But, as I said above, it has a variety of specific purposes. Another case when using green has a very specific purpose is when it represents money, wealth and winning. Green is often used in rich, velvety hues whenever someone is promoting winning money or a big contest. In these cases a nice dark, emerald green counters a rich gold tone nicely as you may see in casino advertisements.

There are other greens that have their own identity like the green of 'go'. The specific tone used in traffic lights may be used in an advertisement to mentally 'push' the viewer to make a decision, as the green choice is obviously safer than the red choice. We've been trained since birth to go when seeing green, so if we see it associated to a product, we automatically think it is a safe buy.

Green in Today's Society

Recently, the color green has taken its own meaning. When someone is being green today, it typically means that they are being environmentally friendly. This could be as simple as a company changing their ways when they start using energy efficient light bulbs. They may now consider themselves 'green' and change their branding or identity by adding the color green to it. There isn't yet one defined 'environmental green'. Typically a faded or muted lime to hunter tone is being used, not for the purpose of drawing the emotions or generating feelings, but simply to represent their environmental friendly ways.

Matthew Necroto is a graphic designer currently living in the Tampa, Florida area. He has more than 20 years of experience working as a graphic designer, web designer, creative director, internet promotions manager, and production manager.

"I've designed, built or managed well over 100 websites. I have designed, printed and installed just about every print media there is. I've managed the marketing for 15 companies over this past year. In the past 16 months, I have proven results of increasing website traffic by 30% per month and plummeting Alexa rankings. And I do it all with white-hat link building strategies.

Source: EzineArticles
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