THE COLOUR GREEN

MEANING

Green, the colour of life, renewal, nature, and energy.  It is associated with meanings of growth, harmony, freshness, safety, fertility, and environment.

Green is also associated with money, finances, banking, ambition, greed, and jealousy.

The colour green has healing power and is understood to be the most restful and relaxing colour for the human eye to view. Green can help enhance vision, stability and endurance. Green takes up more space in the spectrum visible to the human eye and it is the dominant colour in the natural world.

HISTORY

In ancient Egypt, green was the symbol of regeneration and rebirth. The Ancient Egyptians tried using the copper mineral malachite to paint on tomb walls, however it was expensive and easily turned black over time. The ancient Romans came up with the solution to soak copper plates in wine to create verdigris, a green pigment that comes after weathering the metal.

In the Middle Ages, the colour of clothing indicated a person's social rank and profession. Red was worn by the nobility, while brown and grey was worn by peasants. Green was worn by merchants, bankers, and the gentry.  For this reason the benches in the British House of Commons are green while those in the House of Lords are red.

People have tried for centuries to make a truly green pigment.  Early Renaissance painters such as Duccio di Buoninsegna discovered that if he painted faces with a green undercoat, then added pink, it gave the faces a more realistic hue. However, over the centuries the pink faded, making some faces appear a sickly green.

In 1775, Swedish chemist Carl Wilhelm Scheele invented a deadly, bright green hue made with the toxic chemical, arsenite. Called Scheele’s Green, it was so popular that by the end of the 19th century, it had replaced the earlier mineral and vegetable dyes—but its invention came with a price.

Scheele’s Green was used on paper, wall hangings, fabric, and even children’s toys. Some 19th century journals contained reports of children becoming ill in bright green rooms, and ladies in green dresses becoming sick from consuming the toxic vapours.

By the end of the 19th century, a similar pigment called Paris Green replaced Scheele’s Green. However, it was still highly toxic. This was the pigment used by French Impressionists such as Claude Monet, Paul Cézanne, and Pierre-Auguste Renoir to create their lush green landscapes. Some believe the pigment may have been responsible for Cézanne’s diabetes and Monet’s blindness. Paris Green was eventually banned in the 1960s.

Today, green is associated with being environmentally conscious. The colour is a symbol of sustainability and eco friendliness.

In different cultures green carries different meanings. Green is the national colour of Ireland and is commonly associated with good luck, leprechauns, clovers, and Saint Patrick’s Day.  It is the historic colour of Islam, representing the lush vegetation of Paradise. It was the colour of the banner of Muhammad, and is found in the flags of nearly all Islamic countries.  In the Europe and the United States, green is also sometimes associated with toxicity and poor health, but in China and most of Asia, its associations are very positive, as the symbol of fertility and happiness.

Green is also the traditional colour of safety and permission; a green light means go ahead, a green card permits permanent residence in the United States.

GREEN AND BRANDING

Green evokes meanings of growth and vitality, renewal and restoration, stability, prosperity, and a connection to nature.  It can promote feelings of being family orientated, practical and down to earth with a high moral sense – encouraging feelings of compassion, kindness and nurturing.

The lighter side of the colour indicates freshness and growth while the darker shades of the colour green relate to prestige and wealth.