The color palette was chosen to be consistent with Greener Day Toys environmental stance and the nurturing nature it embodies. The two primary colors chosen were green and brown. Green symbolizes nature, growth, and renewal like the green leaves on top of a tree while brown symbolizes earthiness, dependability, and steadfastness like the trunk of a tree (Chapman, 2010). The green color of the leaves may stimulate the pituitary gland placing the consumer’s muscles in a relaxed state (Smith, n.d.). Olesens (2022) states that the effects of the color green may have on a person is to relax, encourage, and balance while encouraging hope, generosity, luck, and prosperity. He goes on to say that brown can simplify, protect, and ground while creating support, wisdom, and appreciation. The secondary colors are blue, yellow, and beige. Olesen describes how blue symbolizes security, trust, and loyalty with the positive effects it can instill are confidence, peace, honesty, and reliability while being supportive, calming and relaxing. He then remarks that yellow symbolizes happiness, intelligence, and positivity and can have a positive effect on people by amusing, energizing, and inspiring; it may also encourage creativity, mentality, and warmth. The last color is beige, which Olesen explais symbolizes tranquility, comfort and simplicity that can sooth, relax and inspire people while being inviting, warm, and calming. All of these colors are found in nature and represent what Greener Day Toys stands for: earth-friendly, imaginative, growing, educating, nurturing and sustainable.