Green is strongly linked to nature, health, and the environment. In the same vein, it’s associated with growth, freshness, springtime, natural foods and organics. Green meanings range as widely as the number of shades this color has to offer – from bright sea foam green to deep forest green.
Uses of green
Green has other positive connotations. While red means stop, green means go! It signals that it’s safe to proceed with no threats evident. Because the United States prints money in dark green, that color has become widely associated with money. Robin Hood in Sherwood Forest wore forest green. Emerald green is the traditional Irish color.
Health and medical brands often use green. The entire gamut of health foods and nature products, likewise, along with lawn care and plant care. Luxury and iconic brands rely on green to convey the value of their products – like Land Rover and Starbucks.
Given all these positive vibes, green is a popular color in logos and on websites. Very light green hues don’t show up well against white but can really pop out against black or dark color shades. However, with dark shades of green, the opposite is true. A very dark green may get lost against black, but will “pop” against white or a light hued background.
Complementary and analogous colors
On the color wheel, green is directly opposite, or complementary to, the color red. It is analogous, or similar to, the colors blue and yellow.
Green is a secondary color because it is made by mixing two primary colors (blue and yellow).
Is green right for your brand?
Tints and shades can make a big difference in branding. The question is not just “What color?” but “How light or dark?” Lightening or darkening your chosen color by adding white or black to your color of choice can give your brand a totally different vibe, changing the way people perceive your brand and business. A tint is created by adding white to a color; a shade is created by adding black.
Dark greens are more associated with luxury and money, while light greens lean toward the health and growth meanings. Keep these green meanings and associations in mind as you search for your perfect tint or shade.
Read next: Color: Could Red Be Right for Your Brand?