Green is the primary colour that hints to our primitive relationship with the first creation of the world – nature. Considered the key colour that represents purity, health, and freshness, green has been traditionally associated with brands that encourage growth, vitality, and productivity (think Starbucks and EverNote!). Gentle, invigorating and relaxing, green also represents connection. Connection to ourselves, to the quiet moments in our lives, to nature itself. It is not a mere coincidence that people evade from the concrete jungle of big cities to disconnect from the mundane and connect to the wilderness of nature. Green means the return to the primal roots, to the pristine kingdom of inner peace and tranquillity.

Green is also strongly linked to spirituality and soul-searching. This is because vitality in the sense of physical health also expands to the freshness of the soul and to the tranquillity of the mind. The act of leaving the hustle and bustle of the crowded cities is, in fact, a symbol for returning to the stillness of our minds. When people take exotic holidays or find refuge in recluse mountains, they are not merely seeking a physical relief from the world. What they wish for, in truth, is to reconnect to the space within themselves that is not disturbed by the noisiness of their daily existence. Green takes us back to the place that we subconsciously long for – the innocent, virgin land of our undisturbed and unaltered peace of mind.

Like one of its relative colors – turquoise – green promotes balance, grounding, and security. Did you notice that many waiting rooms in the doctors’ offices are painted green? This is a strategy used to put people at ease or help them find the mental balance and clarity they need when they have to make an important decision. Besides serenity, another key characteristic of nature is growth. Hence the very common association of green with brands that promote productivity, organization, focus, and strategic thinking. These elements are the prerequisites of growth, which is the most organic inclination of both human beings and nature.

Because green results from the combination of the two primary colours blue and yellow, green can be easily adapted to evoke a broader spectrum of emotions. Since blue makes us think of trust and security and yellow is often associated with youthfulness and positivity, we can use various shades of green (either those inclining towards yellow or towards darker green) to play around with different emotional subtypes. For example, you can use green to induce peace of mind, health, and serenity, or you can hint towards the freshness, vitality, and playfulness of the nature.

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