Serene color gets the green light in uncertain times
By Craig Wilson, USA TODAY
Years ago, Kermit the Frog lamented that it wasn't easy being green. As with most things, Kermit only had to wait a while.
Now green is so hot, it's cool. There's nowhere you can look these days and not see green. We're not talking jealousy here, either.
Green is safe and serene.
Or so we're told.
"During these uncertain times, when we don't know what's coming around the bend next, people tend to gravitate toward colors that make them feel better. Like green," says Tina Sutton, a Boston-based color consultant.
Adding to the giant green wave will be The Hulk, expected to be one of this summer's blockbuster movies. The movie's Web site (www.thehulk.com) has more green than the U.S. Mint. Even The Hulk's figure changes from green to a limier shade right before your eyes.
Hulk movie merchandise has been selling briskly at retail outlets nationwide, says Alan Fine, president of Toy Biz, a division of Marvel Enterprises.
"Hulk Hands ($19.99) are currently outselling Spider-Man's Web Blaster, the boy's toy of the year last year," Fine says. He says he expects Hulk action figures ($7.99) to sell well, too.
Axel Alonso, senior editor at Marvel Comics, creator of The Incredible Hulk, understands the power of green perfectly.
"On a visceral level, there's something primal about green skin and purple pants," laughs Alonso, who says green was often used in early comic books as the color for villains. "And Hulk straddles that line between villain and hero."
Even lifesaving defibrillators are getting in the green game.
"We were looking to make a kinder, gentler device, and lime green was the best compromise between visibility and a calming effect," says Ward Hamilton, marketing vice president for ZOLL, whose new AED (automated external defibrillator) is, yes, lime green.
More about the greening of America:
The federal government's new Department of Homeland Security put green at the bottom of its terrorist alert code, which is good. Green means we're safe. Color consultants say green is the color of balance and harmony, something millions are craving during these difficult times.
Tic Tac introduced a line of lime breath mints as a summer-only product in 2000, but it proved so popular it became year-round nine months ago.
In this month's Travel & Leisure, Florida's special advertising section boasts a headline "The Color Florida." Yes, all photos are green.
In Home magazine, the remodeling and decorating resource, page after page shows all green objects this month — from picture frames to teapots to shaving brushes.
And if all that's not enough, St. Patrick's Day is just around the corner.
Those Irish. Ahead of the trend for centuries now.