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The Psychology of Green Branding [infographic]

What’s the first thing that comes to mind when you think of the color green? Initially imagery might be directed towards nature such as a lush open field full of tall, green grass or a forest full of tall evergreen trees and acres of green brush. Eventually your associations to green might lead you to think of the financial industry and piles of green money or maybe towards animals in the wild including a slithering green snake, a skittish green lizard or a leaping green frog. Psychologically, green branding promotes clarity of the mind and the balancing of our emotions. Green is highly associated with nature and health, encouraging a sense of compassion, kindness and nurturing. The lighter side of the color indicates freshness and growth while the darker shades of the color green relate to prestige and wealth.

How we perceive and interact with our world is largely impacted by the colors that surround us. While going largely unnoticed as we go about our daily lives, the psychology of color and social media branding is continually affecting consumers on a deep level, especially when it comes to a daily content marketing strategy . The colors that a company chooses to represent their brand can affect the mood, feelings and behavior of their target consumer and influence whether or not a brand will become part of their selection set.

The following infographic takes a glance at the many variations of green branding, from its positive and negative meanings and use around the globe to its effect on brand storytelling.

The Psychology of Green Branding [infographic]


Within this infographic on green branding, the following topics were covered:

Positive Meanings of the Color Green in Business

Growth and vitality, renewal and restoration, self-reliance, reliability and dependability, being tactful, emotionally balanced and calm, nature loving and family oriented, practical and down-to-earth, sympathetic, compassionate and nurturing, kind and loyal with a high moral purpose, adaptable and flexible, encourages the joining of social clubs and other groups, a need to belong.

Negative Meanings of the Color Green in Business

Possessive and materialistic, indifferent and over-cautious, envious, selfish, greedy and miserly, devious with money, inconsiderate, a hypochondriac and a do-gooder.

Variations of the Color Green

  • Pale Green: Immaturity, Youth, Inexperience
  • Emerald: Uplifting, Wealth, Abundance
  • Jade: Trusting, Tactful, Generous
  • Lime Green: Naivety, Playfulness, Anticipation
  • Dark Green: Ambitious, Greedy, Richness
  • Aqua: Calming, Healing, Protecting
  • Olive: Peaceful, Deceitful, Strong
  • Yellow Green: Cowardice, Conflict, Fear
  • Grass Green: Self-confident, Healthy, Natural

  • Global Use of the Color Green

    Western: Lucky color in most western cultures, spring, new birth, regeneration, natural and environmental awareness, color for “go” at traffic lights, St. Patrick’s Day, jealousy, greed, Christmas when combined with red.

    China: New life, regeneration, hope, fertility. Disgrace – giving a Chinese man a green hat indicates his wife is cheating on him. Studies show it is generally not good for packaging.

    Japan: Freshness, eternal life, and youthfulness.

    Indonesia: A forbidden color.

    The Color Green Used to Express Fresh

    Green evokes the feelings of something being clean, new and fresh. These positive attributes make it a great choice for food-related brands and restaurants. Companies using green in their branding efforts: Subway, Tic Tac, Heineken.

    The Color Green Used in Branding Prestige and Wealth

    Highly associated with growth and vitality as well as motivates people to join social groups and please a need to belong. As a result, the color green is popular with premium lifestyle brands and financial firms. Companies using green in their branding efforts: H&R Block, Land Rover, Lacoste.

    The Color Green Used to Communicate Trust

    Inspiring trust, clear thinking and the assistance in one’s search for worldly wisdom and understanding, the color green is useful for branding technology companies and large global brands. Companies branding with the color green: Acer, Starbucks, Android.

    The Color Green Used to Convey All-Natural

    There is no shortage of green out in Mother Nature which makes this color the perfect choice for a brand associated with organic products or its interaction with the great outdoors and its many inhabitants. Companies using green in their branding efforts: Whole Foods, John Deere, Animal Planet.

    Opposite of the Color Green

    The opposite of the color green is red. They are exact opposites on the color wheel, and when combined together, they become black. One of the least used complimentary color schemes due to their strong association with the Christmas holiday.

    Why ImagiBrand Didn’t Choose Green

    The color green has many attributes that would have worked well for ImagiBrand such as communicating trust, generosity and growth. We ultimately decided not to go in that direction so as to avoid the potential association with being an agency which is slow and calm (rather than upbeat and infused with energy).

    Why We Love Our Colors

    We chose to use the colors magenta, black and white as our corporate colors to reflect our fun and imaginative approach to branding while remaining professional and sophisticated.

    The ImagiBrand Psychology of Branding with Color Series

    ImagiBrand has created a full series of infographics on the impact various colors can have on consumer perception of a brand. The entire series includes the following:

    The Psychology of Red Branding
    The Psychology of Blue Branding
    The Psychology of Yellow Branding
    The Psychology of Orange Branding
    The Psychology of Green Branding
    • The Psychology of Violet Branding
    • The Psychology of Brown Branding
    • The Psychology of Pink Branding
    • The Psychology of Black and White Branding

    Interested in working together? Get in touch with us to get the ball rolling.



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    Richie Kawamoto

    Richie Kawamoto

    Creative Marketing Director at ImagiBrand
    Richie is the Co-Founder and Creative Marketing Director at ImagiBrand, a creative social media agency specializing in brand storytelling through a full array of social media management services. They work closely with brands to help focus their brand identity on social, develop a unique online personality and find creative ways to use social media to tell their brand story.Prior to becoming a brand marketer, Richie managed large creative teams in the development, production and/or delivery of well over 20 high-profile Hollywood feature film projects and collaborated with some of entertainment's most influential figures from Steven Spielberg and Robert Zemeckis to Tom Hanks and Adam Sandler. Recognized for being a passionate, creative storyteller, Richie has demonstrated marketing savvy through creative product placement branding and the development of strong partnerships throughout entertainment and social media.Richie is a life-long fan of the Seattle Seahawks, thick cuts of Hamachi sushi, gourmet mac n' cheese and his cute but extremely demanding Boston Terrier named Chuck Norris.
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