Written on January 14, 2008 by Kate Smith

‘Green’ going blue

‘Green’ has become synonymous with the environmental movement so naturally companies around the globe are using the term ‘green’ and the color green to communicate that their practices and products are environmentally friendly.

Overuse of this color however coupled with the fact that many companies that claim to be ‘green’ do not in fact follow environmentally sound practices (also known as ‘greenwashing’) has reduced the positive impact of this color.

Companies looking to differeniate thenselves are choosing to use blue to communicate their commitment to the environment and as Ann Mack of JWT put it so beautifully, “represent a much broader spirit of good citizenship”.

With growning concerns over having sufficient clean water and clean air to support the global population blue, a color associated with the the ocean and sky, is a natural choice.

Add to this the fact that blue is seen as trustworthy, dependable, and committed and it simply makes sense that forward thinking companies like Mercedes-Benz that want to distance thenselves from ‘greenwashing’ and be seen above the glut of green have chosen to incorporate blue into their ‘green’ marketing. For example Mercedes-Benz coine the term Bluetec for their clean diesel fuel technology.

VW also uses blue. BlueMotion badge is an environmental sub-brand, denoting the most efficient model in each VW car range. But it’s not just automakers but also the French government that are going blue rather than green.

Blue will not replace green as the color of nature but in 2008 the color will be seen with closer associations to the enviroment and global issues.

Blue will also be a color that is influencial in many other areas. Pantone named blue the color of the year for 2008 and as we ushered in the new year many hues of blue from sky to navy were already appearing in home and fashion stores everywhere.