Sustainable colour research

Colours have a high impact on people, actually being one of the aspects that biases the way consumers make ethical judgments, as has been said by Sundar, whose has researched the role of color in branding, especially related to green branding. In his series of studies, Sundar together with coauthor James Kellaris of UC's Carl H. Lindner College of Business found evidence that colour shapes opinion about eco-friendliness (Study Suggests Green Is Good; Blue Is Better, 2015). That is why, in order to choose the colour palette the coffee machine will be available in, some research is conducted around colours that are perceived as sustainable.

The first color that pops into the mind is most probably green, as it represents nature, growth, and vitality, creating a connection between the built environment and the natural world. Especially shades like moss, sage and fern, can evoke a sense of tranquility and harmony, which also matches with the aim of Nespresso to offer a moment of solitude in a busy day. By using green, a sustainable mindset is promoted, even research has confirmed that green makes the consumer assume a brand is eco-friendly. As we know “Going Green” is a popular slogan for sustainable branding (Albao, 2023).

However, in recent years, the positive and environmentally friendly image of green has been getting demolished by companies using green for greenwashing. Huge companies use green to highlight their steps to go green, although those steps are usually quite small. That is why it is a good idea to use other colors next to green, building a stronger perception of sustainability.

Interestingly, from Sundar’s and Kellaris’s research it turned out that blue is found ‘greener" than green in the eyes of customers (Study Suggests Green Is Good; Blue Is Better, 2015). Probably of for it being the signature color of the sea. In addition, all types of earthy neutrals, like various shades of brown, beige and taupe, are not only timeless but also environmentally friendly as they mimic the earth’s tones (Albao, 2023).