Green Colour Report

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Colour report for Fitch Project: The ITunes Experience

Green occupies more space in the spectrum visible to the human eye than most colours, and is secondly only to blue as a favourite colour. Green is 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.

Green is considered the colour of peace and ecology. However there is an ‘institutional’ side to green associated with illness and government issued green cards, that conjures up negative emotions, as do the slimy or bilious greens.

It is proven that the colour green affects us physically by influencing our creativity by soothing us, relaxes us mentally and physically, helps alleviate depression, nervousness and anxiety and also offers us a sense of renewal, self-control and harmony,

According to some theorists, the explanation dates back thousands of years. Evolutionary psychologist attempt to explain behaviour on the basis of how it might of helped people thrive and survive through generations. In their opinion, being confronted with healthy trees and plants might initiate an ancient feeling of calm because it suggests there will be an abundance of nearby food, which eases the worry of where the next food supply is coming from.

Apple has a branding strategy that focuses on the emotions. The Apple brand personality is about lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology. The Apple brand personality is also about simplicity and the removal of complexity from people's lives; people-driven product design; and about being a really humanistic company with a heartfelt connection with its customers.  
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