The colors that a company chooses to represent their brand can affect the feelings, mood and behavior of their target consumer and influence whether or not a brand will become part of their selection set. The color branding used for marketing usually depends on the industry or the type of product. Different shades of green are being used to evoke the feeling of new, fresh, clean, growth, vitality, trust, natural, prestige and wealth. Green is used to brand food related products, organic product, technology products, lifestyle brands and financial firms.