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FEATURE IT’S A GREEN WORLD • Fast Facts on This Versatile Shade •

Green occupies more space in the spectrum visible to the human eye than most colours • Green strikes the eye in such a way as to require no adjustment whatso- ever and is, therefore, restful • Being in the centre of the spectrum, it is the colour of balance • When the natural world around us contains plenty of green, this indicates the presence of water, and little danger of famine – so we are reassured by green on a primitive level • Green is also the pervasive colour in the natural world, making it an ideal backdrop in interior design because we are so used to seeing it everywhere • The natural greens, from forest to lime, are seen as tranquil and refreshing, with a natural balance of cool and warm (blue and yellow) undertones • Bright green can be uplifting, while dark green evokes a mental picture of a pine forest • Street signs are painted with a metallic green background, contrasted with white letters because the combination is believed to be the easiest to read and recognize for the human brain • Green is considered the universal co- lour of nature as well as it represents fertility, rebirth

Green is considered the universal colour of nature”

and freedom • Soothes and relaxes mentally, as well as physically to help alleviate depression, nervousness and anxiety. It offers a sense of renewal, self-control, and harmony.

Green Colour and Marketing

Colour is a meaningful constant for sighted people and is a powerful psychological tool. By using colour psy- chology, you can send a positive or negative message, encourage sales, calm a crowd, or make an athlete pump iron harder. Employ the latest colour psychology in all facets of marketing and particularly in logo de- sign, website design, the cover of a book, or the package of a product. The field of industrial psychology has a

14 avef summer 2011

sub- field that studies only the psychology of colour. It is no accident that Campbell’s soup has used the same four colours on their labels for years and years.

Companies or brands identified primarily with green H&R Block • BP • Heineken • Starbucks • The Masters Golf Tournament • Rolling Rock • Garnier Fructis • John Deere •

Green Around The World

Green is used worldwide to represent safety. In several religions, green is the colour associated with resurrec- tion and regeneration. In Ghardaia and other parts of M’zab, houses painted in green indicate that the inhabit- ants have made pilgrimage to Mecca. Green, blue-green, and blue are sacred colours in Iran, where they symbol- ize paradise. As the emblematic colour of Ireland, green represents the vast green hillsides, as well as Ireland’s patron saint, St. Patrick. In Japan, green is regarded as the colour of eternal life. In Aztec culture, green was considered to be Royal, because it was the colour of the quetzal plumes used by the Aztec chieftains. The solid green flag of Libya is currently the only national flag of a single colour. In China, jade stones represent virtue and beauty. In Portugal, green is the colour of hope because of its’ associations with spring. In the highlands of Scot- land, people used to wear green as a mark of honour. * There is a superstition that sewing with green thread on the eve of a fashion show brings bad luck to the de- sign house.

Religious & Mythological Associations With Green

In several religions, green is the colour associated with resurrection and regeneration. Green is the colour of Ve- nus, the Roman goddess of love and beauty. The proph- et Mohammed wore a green cloak and turban. The God of fertility in Celtic myths was associated with green. Green is the colour associated with Sunday in the Catho- lic church and the altar cloth is usually green for Sunday services. Green is the colour that represents Irish-Catho- lics, while orange represents Irish-Protestants.

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