The Meaning of Green
Green is nature. The majority of consumers choose green as their second favorite color. Women tend to like green more than men. Green, being a cool color, is one of the most calming of all colors. Like yellow, green can be used with many other colors on packaging. In nature green goes with most any color. Green foliage goes well with red, yellow, orange, blue or purple flowers (Eiseman, 2000).
Green is most often described as natural, environmental, fresh, calm, peaceful, quiet, relaxing, life, youthful energy, safe, kind and generous. At a stoplight, green calmly allows motorists to proceed. Communities prefer green road signs whenever possible because they blend into the surrounding environment with little obstruction. Darker greens symbolize wealth, prosperity and status. Printed money is primarily green for this reason.
Food packagers that want to brand their products as healthy or natural lean toward green packaging. Consumers associate green with fresh vegetables and healthy green foods. When Healthy Choice food brand wanted to convey their image of natural, healthy foods to consumers, they chose green packaging. It was helpful that no other product brand in their categories owned green, so their choice worked well. Many herbal remedy products and herbal tea products choose green for their packaging because of the direct connection with the origin of their product in nature.
Green rooms are used backstage at theatres to help calm nervous actors and performers before a show. Hospitals often paint their walls seafoam green to calm the worries of patients and visitors. The calming properties of green make it the “safety color” used around the world. Green is so soothing that the city of London, England decided to paint the Blackfiars Bridge a soothing green to reduce the number of jumpers. The new color decreased the rate of suicide jumps from the bridge (Sutton & Whelan, 2004).