The color green: Does it always mean the same thing?

Businesses should consider how they use the color green on their packaging, but should do so with a clear goal in mind. A lot has been written about what green adds to an image and it’s worth remembering that this color can be used in many different ways and to create different meanings. The import thing in all cases is to make the colors appropriate and ensure that they are produced in high quality pieces.

Some of the most familiar green-colored labels in the marketplace today evoke calming, earthy connotations. One example is Whole Foods Market, the grocery store chain that uses a deep green, almost certainly meant to suggest nature. However, the oil company BP also uses this color, which means it could be more versatile than marketing departments think.

In an Entrepreneur article from 2014, marketing strategist Gregory Ciotti warned against making broad assumptions about colors, since they won’t always have the same interpretations. Instead, he said that colors should be considered in the context of a company’s marketing strategy for their use to be truly effective.

“Certain colors DO broadly align with specific traits (e.g., brown with ruggedness, purple with sophistication, and red with excitement),” he wrote. “But nearly every academic study on colors and branding will tell you that it’s far more important for your brand’s colors to support the personality you want to portray instead of trying to align with stereotypical color associations.”

No matter which color you want to highlight on your company’s labels, high definition and clear details will be crucial. Meet professional printing standards by choosing the software, printers and labels that are adaptable to your business’ unique demands: used all together, they will lead to a strong brand image and marketing campaign.