Color Series: Lean, Mean and Green

Green. It conveys environmental consciousness. It signifies American cash. And famously, “Green means go.” For B2B brands, the color’s associations with success and new growth are powerful, which is why we see it in so many applications.

Many of today’s brands want to be known for sustainability (the symbol of recycling has been green for decades), so they eagerly adopt the hue of flourishing forests and abundant pastures in their visual identities. In brand photography, images of beautiful and lush greenery appeal to global citizens, contrasting sharply with the grays of industrialism. In strategic B2B communications, the words “natural,” “fresh” and “organic” all ring with associations to green plants and fields.

On the other end of the spectrum is a synthetically bright (sometimes neon) green. Think naturally-occurring lime, but with an injection of antifreeze. We associate this pronounced, almost glaring color with technological, even futuristic endeavors. It’s the color of space aliens. And innovative tech companies like NVIDIA.

Of course, green also evokes success, currency and wealth creation. The American Dollar has been green ever since the first one-dollar billed debuted as a Legal Tender Note in 1862. Made mostly of cotton (and some linen), these “greenbacks” connote pure capitalism. While there is no definite answer as to why green was chosen, the U.S. Bureau of Engraving and Printing offers several possible explanations. Green pigment was readily available in large quantities, it was fairly resistant to chemical and physical changes, and psychologically, people associated it with strong and stable credit. Of course, 1929 likely changed things for a while!

Each of these associations with the color green is strong and clear. Depending on leadership’s vision and future direction for the business, it may deserve consideration at the brand design table, where decisions are made about the signals your brand should send to the people who matter most to you.

Want to discuss whether or not green is your brand’s color? Let’s talk.

Originally published June 21, 2021.