Page 34 - AV Presentations - Student Textbook

4. Green

The green scheme emphasizes BP’s outdoor adventure
Natural, stable, prosperous

Western cultures (North America and Europe) Green is the color of the
Irish (think St. Patrick’s Day and it is also the national color of Ireland) and
represents luck throughout most of the West. Green also refers to nature, the environment and
protection of environmental causes, such as “green business” or “green household cleansers.” Green is
also associated with Christmas, when used in combination with red. It is also the symbol of progress —
green means “go” — but can also represent of envy.

Eastern and Asian cultures Green is the color of nature and new life in much of the East. It also
represents fertility and youth. However, it can have equally negative connotations: green is the color of
exorcism and infidelity; in China, wearing a green hat is associated with cheating on your spouse.

Latin America In many Latin and South American cultures, green is the color of death.

Middle East For the majority of the Middle East the strongest association with green is that of Islam. It
represents strength, fertility, luck and wealth.

Around the world In the United States, green is the color of money and is often associated with
jealousy. Green, superficially olive green, is the color of almost every active military in the world.

Green mostly represents the environment and outdoors, for obvious reasons, making it the clear choice
to suggest nature and an organic quality.

As the bridge between stimulating, warm colors (red, orange, yellow) and calming, cool colors (blue,
purple), green is the most balanced of colors, lending it an air of stability. It's also a popular choice as an
accent or for calls-to-action because it stands out, but more softly than the warmer colors. In Western
culture, it also represents money and financial safety.

5. Blue

Image courtesy of Evolve Wealth
Serene, trustworthy, inviting

Western cultures (North America and Europe) The most popular color for bank logos is blue because it
represents trust and authority. The color is also masculine and used to represent the birth of a boy. Blue
is also considered to be calming, soothing and peaceful although it can also be associated with
depression or sadness.

Eastern and Asian cultures The hue is ever-lasting in its association with immortality. In Indian culture
blue is the color of Krishna — a central figure in Hinduism and one of the most popular Hindu gods.
Many Indian sports teams use the color as a symbol of strength. Unlike in the U.S., where blue is
associated with men, it is considered a feminine color in China.

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