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March 27, 2008

Google (ironically) Goes Black In Support Of Earth Hour

Michael Arrington

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Google Israel is sporting an all black theme today, in support of Earth Hour’s efforts to raise awareness around energy conservation. From the page telling confused Israeli’s what’s going on:

Google users in Israel will notice today that we “turned the lights out” on the Google.co.il homepage as a gesture to raise awareness of a worldwide energy conservation effort called Earth Hour.

On Thursday, March 27, 2008, Earth Hour invites people in Israel to turn off their lights for one hour – from 8:00pm to 9:00pm.

Given our company’s commitment to environmental awareness and energy efficiency, we strongly support the Earth Hour campaign, and have darkened our homepage today to help spread awareness of what we hope will be a highly successful global event.

Google has a long history of caring about all things green.

Of course, this begs the question as to whether or not Google should change their site permanently to black to save display power (see blackle). Google looked into it, and said the opposite is true: “displaying black may actually increase energy usage.”

I won’t even bring up the irony that Google, according to the study they cited, is actually increasing energy usage in Israel by having a black home page. The point is, people, they care.

Update: Earth Hour in San Francsico (and everywhere else except Israel) is March 29 at 8 pm. It’s important that everyone turn off their lights then. We’ll need that extra power if Google goes black here in the U.S., too.

  • Sphere It

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Comments

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  1. 113.com

    March 27th, 2008 at 1:00 am

    Great, saves a lot of energy that way!

  2. Steen

    March 27th, 2008 at 1:04 am

    Is it true that a black background saves energy?

  3. true

    March 27th, 2008 at 1:09 am

    there is a site that is a proxy mirror of google that is all black that is marketed as being energy efficient

    As a electronic engineer (started with TVs) I would expect there to be a fairly significant degree of saving from all black screens. As a side note on TVs when they are dieing you can turn up the brightness on the tube (via the LOPTR) and they start having a real fit. All the components making rude noises.

  4. Matt

    March 27th, 2008 at 1:22 am

    Nifty, but why only in Israel? They could have geo-targeted every participating region… or, far better, made a global splash since this is a worldwide awareness effort.

  5. Motordehidrogeno.net

    March 27th, 2008 at 1:25 am

    The Earth hour is not on March 27th (today). It’s on March 29th.

  6. Jesus H christ

    March 27th, 2008 at 1:26 am

    I recent study shows that ironically, green is the most efficient color.

  7. RBA

    March 27th, 2008 at 1:26 am

    No offense but… did the first three commenters actually read Mike’s entire article? :-/

    Oh and yes, I also believe it’s on March 29th.

  8. Michael Arrington

    March 27th, 2008 at 1:27 am

    @Motordehidrogeno - it’s actually on different days in different places, says their site. Israel is today.

  9. Michael Arrington

    March 27th, 2008 at 1:31 am

    actually, strike that. It’s on the 29th everywhere except in Israel:

    “Tel-Aviv will be the lead city in Israel participating in Earth Hour and will be the kick off city world wide as we will be turning off lights on Thursday March 27, between 20:00-21:00 due to the Jewish Sabbath.”

  10. EC

    March 27th, 2008 at 1:31 am

    A black screen might save energy on a CRT or plasma display, but not on most LCDs, which have their backlights on at all times and use liquid crystals to open or close pixels. All a black screen does is close the pixels and block the light from the backlight - the most power consuming part of an LCD monitor or TV.

    A few new LCDs are able to dynamically contorl the amount of light coming from their backlights, but this is done more to increase contrast ratio than to save energy.

  11. Craig Bailey

    March 27th, 2008 at 1:35 am

    LOL!
    Blackle did this a year or two ago and got similar criticism (due to the irony of black consuming more power). They’re still going though:
    http://www.blackle.com/

  12. Matt K.

    March 27th, 2008 at 1:43 am

    Don’t most computer tower use 3 to 4 times the energy as the monitors. I’m glad Google is “Globally Aware”. But I think unplugging your computer would save more energy than turning out your lights.

  13. 113.com

    March 27th, 2008 at 1:54 am

    It’s true — saves a lot of energy that way.

  14. Brent

    March 27th, 2008 at 1:57 am

    I find it ironic that during the next few days we are observing Earth Hour, Google’s Solar Panel Project seems to have had a glitch. http://www.google.com/corporate/solarpanels/home

  15. Pass

    March 27th, 2008 at 2:02 am

    Larry and Sergey would better scrap their 767 instead of making such PR-jokes.

  16. invadesoda

    March 27th, 2008 at 2:17 am

    There’s an old Dilbert cartoon where Dilbert’s pointy haired boss tells an employee to turn off boldface formatting because it is sucking too much electricity. Who knew the pointy haired boss was actually correct?

  17. Brian

    March 27th, 2008 at 2:19 am

    Pass - no, it’s ok. It’s a solar powered 767. And they’re going to paint it black.

  18. Gabriel Buckley

    March 27th, 2008 at 2:19 am

    I dare say Google won’t be switching their servers off for an hour though.

  19. Motordehidrogeno.net

    March 27th, 2008 at 2:39 am

    @Michael Arrington Ok, you are right. I haven´t read it.

  20. Kevin

    March 27th, 2008 at 3:02 am

    Black background may (blackle)/maynot(Google) help in reducing PC energy consumption, but definately create long term eye problem… Fonts (in any color) on black background is difficult to read compared to fonts on white background color. And that may be the reason why all the editors are with white background by default. Check the search reasult in Google Vs. Blackle..you caneasily findout which one is more readable and creating less pain in eyes while reading.

  21. TH

    March 27th, 2008 at 3:03 am

    While it’s all good fun to make these “Isn’t it ironic” -jokes about the campaign, it’s good to remember what it’s for. The point is not to save the world by saving energy for an hour, the campaign is about raising awareness. And the black screen works well for that.

    The minute direct effects of all black screens in the world (or Israel) will be offset many times over if it gets people to start turning off unnecessary lights on a regular basis.

    While you of course should live as you preach, it would not be fair to forbid environmental campaigns for using any energy while trying to get people to understand they need to take this seriously and act now.

  22. Technicle

    March 27th, 2008 at 3:36 am

    @20 — http://www.blackle.com illustration is misleading… could be much better even with a black background…

  23. ilan peer

    March 27th, 2008 at 3:41 am

    r.e.s.p.e.c.t. for google Israel.

    do less - save more

  24. I Am Not Posting To Spam My Blog

    March 27th, 2008 at 3:47 am

    In all honesty, it’s a bit symptomatic of the environmental movement. “We don’t really know if this actually helps the environment, but let’s do it anyway and make ourselves feel righteous - if it turns out the science is wrong after all, just brush it aside and say ‘at least we raised awareness’”. See also: biofuels.

  25. Ujwal

    March 27th, 2008 at 3:54 am

    We in Nepal are the best country when it comes to energy conservation.

    We turn our electricty off 7 hours a day ! (fine print: the electricity providers have to cut electricity off 7 hours a day cause they don’t have enough to run always).

    we are master conservationists (by force).

    self congratulations…

  26. diystartupnews.com

    March 27th, 2008 at 4:25 am

    right now they need to change to water cooling in thier datacentres. aircooling uses something like 60% more energy.

  27. Mystery CEO

    March 27th, 2008 at 6:17 am

    Sometimes do you wonder if they REALLY care of if it’s just for “show” - like the symantics where the founders take $1 salaries?

    Why not take BIG salaries and DONATE 100% of them (again, that could be argued for show since Google already donates so much).

    I guess maybe I’m just pessimistic or too skeptical of “big brother”

    Mystery CEO

  28. jorgebg

    March 27th, 2008 at 6:27 am

    Welldone Michael, you are one of the few people who actually critizes Google! or as the Mystery CEO says: “The Big Brother”

  29. Veeral

    March 27th, 2008 at 7:32 am

    I heard that the citizens in Iraq decided to take it one step further and keep their electricity off for over 15 hours a day, oh wait, that wasnt by choice. Nevermind.

  30. schleifnet

    March 27th, 2008 at 7:41 am

    Why today in Israel?

    The 29th of March is a Saturday, the Jewish Sabbath, and since Israel is a ‘Jewish State’ most of the country should be already doing a lights out for the weekend (electricity use on the sabbath is restricted).

  31. insub2

    March 27th, 2008 at 7:59 am

    Does anyone know if Israelis have more LCD or CRT monitors? Statistics ‘n’ Shit, you know?

  32. Gorboonet Beram

    March 27th, 2008 at 8:07 am

    Blackle = Genius Idea

  33. digiboom

    March 27th, 2008 at 8:24 am

    The reason it is in Israel today is because on saturdays, according to the jewish customs, many people do not use electricity any way, so the y assumed the impact would be greater on a weekday.
    No point telling people to shut the lights when the lights are off …

  34. Master of Space and Time

    March 27th, 2008 at 8:36 am

    Google is weird sometimes…

    They have a spooky UFO pages policy…

    Liar ?

  35. Troy Gilbert

    March 27th, 2008 at 8:58 am

    It’s not ironic, they point out the goal is to “raise awareness,” not conserve energy. And the difference between black and white is negligible compared to people running lights, A/C, having their computer on, etc…

    @27: the reason they take $1 salaries not because it looks good, but because they pay less in taxes.

  36. Harry Wang

    March 27th, 2008 at 9:40 am

    Scary looking.

    Harry “uses the same energy no matter what he is doing - coke kills people” Wang

  37. aep528

    March 27th, 2008 at 9:41 am

    Here’s why I think the entire idea is just a way for lazy people to feel all warm and fuzzy: Why would you ask people to turn off lights at a time of day when A) Electric consumption is lower anyway, and B) They actually need them?

    Saturday evening ensures that there will be no corporate participation.

    I wonder how many people in the US will shut off their lights, then get into their SUVs and drive to a movie.

    Sure, I can turn off a couple of lights - yet the furnace is still on. An idea I posted on a different site would be for each region to promote changing thermostat settings on two weeks a year - turn the temp up 2 degrees in the hottest season and down 2 degrees in the coolest season.

    This makes a lot more sense as people can adapt more easily to the change. Turning off lights in the dark is just plain dumb.

    Yes, it is about raising awareness, but my idea above does that as well. Here’s another: Work to get some large home improvement chains to offer coupons for CFLs once a year. If they lowered their advertising spending elsewhere, they could do this easily.

  38. Nigel Tufnel

    March 27th, 2008 at 10:11 am

    I think it’s great that Google is supporting this important issue with it’s stark black background. It’s like, how much more black could this be? and the answer is none. None more black.

  39. Scott

    March 27th, 2008 at 10:12 am

    Is it just me, or is Google sending another message? From time to time, Israel shuts off power to the Palestine-controlled areas in retaliation to bombings, etc. If this isn’t the case, then why would Israel be the only country targeted? Did this cross any of your minds as well?

  40. Nadav

    March 27th, 2008 at 10:17 am

    people are kinda getting it wrong: the people who do observe the shabat leave their lights on all day because they’re allowed to have the lights on if they turned it off before shabat. so if you wanted to tell them to turn it off for a hour-they couldnt. its not cuz they allready have the lights turned off.

  41. Lelia Katherine Thomas

    March 27th, 2008 at 10:43 am

    Is it just me, or is Google sending another message? From time to time, Israel shuts off power to the Palestine-controlled areas in retaliation to bombings, etc. If this isn’t the case, then why would Israel be the only country targeted? Did this cross any of your minds as well?

    Now that is digging deep for a meaning.

  42. David

    March 27th, 2008 at 11:50 am

    Thanks Michael for pointing out the stupidity and arrogance of Google and (my words here) of the environmentalists.

    This is a pointless excercise. And for those who say it “raises awareness,” it raises awareness of what? The idea that we should spurn civilization and return to the trees?

    Prosperity does not “hurt the planet.” It only hurts those who have agendas to restrict freedom.

  43. ZiZi

    March 27th, 2008 at 12:12 pm

    The irony is they are doing this while they massacre Palestinian children. Bravo!

  44. Adam Hyman

    March 27th, 2008 at 12:50 pm

    Oh Please Zizi. The only reason more Palestinian children are killed is because Hamas intentially fires rockets from school grounds and hides behind children.

    Israeli soldiers stand in front of women and children and try to protect them.

    http://www.antisemittisme.no/i.....gn-plo.gif

  45. Jeff S.

    March 27th, 2008 at 12:57 pm

    For every lightbulb you guys turn off, I will turn on three.

  46. Kimbo

    March 27th, 2008 at 1:20 pm

    You’ve all misunderstood this black google thing.

    Each pixel on the google israel homepage represents 1 Palestinian that’s been killed, displaced, or otherwise violated as a result of Israel creating a ‘country’ in the middle of other people’s lands.

    Thanks to google for bringing forward this injustice.

    Next I expect Google China’s website to go all black as well, where each pixel will represent 1 dead tibetan or political prisoner who’s been oppressed by the great party.

  47. Brett Walker

    March 27th, 2008 at 1:55 pm

    @schleifnet — True, but if they did it on the 29th then they could market it as “Black Sabbath.” Perhaps some trademark issues, though…

  48. MrCashyCash

    March 27th, 2008 at 2:06 pm

    It’s on.

    Google has been riding a wave. I bet their Marketing guys sit around playing WOW.

    Now let’s see if they can innovate and create value for shareholders.

    That smirk will be gone soon.

  49. alphaxion

    March 27th, 2008 at 2:46 pm

    I always find it laughable when people call those showing sympathy for the palestinian people and the terrorism that they face at the hands of a foreign state as “anti semetic”. You do realise that the palestinians are semites too? An anti semite would be calling for the death of both sides!

    Personally, I see both sides are guilty of keeping the blood flowing with their actions and nothing will change any time soon. The palestinians need to accept that israel have a right to exist and the israelis need to stop stealing the palestinians water and not shell and bulldoze their settlements!

    Anyway, I did a video about blackle last year - the use of a black screen with LCD’s is mixed even within the LCD market, since smaller screens than 22″ will consume more power when displaying black and those above will consume less.

    http://www.youtube.com/watch?v=tS6hR6up1Vs

    There’s one way to save energy.. turn shit off when you’re finished with them!

  50. MaBUSH

    March 27th, 2008 at 10:23 pm

    This is all rubbish
    If you really want to save energy, why don’t you close your bloody disco clubs, dirty bars and lights of your leader’s palaces. This will actually save energy rather than irritationg viewer’s eyes because of stupid black google page
    Earth is already becoming black due to your sins. Try to turn it to green if you can

  51. MaBUSH

    March 28th, 2008 at 3:36 am

    MaBUSH: lol idiot

    and why is everyone suddenly changing the topic to Israel-Palestine? Next you’ll be saying the OO in Google stands for victim’s heads or something

  52. Joy

    March 28th, 2008 at 6:19 am

    This is nice..^^..but I wonder how the people can see it if they will have to turn off their computers..^^..anyways it’s always nice to know that Google is always taking an action and showing people that they also care..^^

  53. imnohbody

    March 28th, 2008 at 8:52 am

    re: #24

    Most “leftie” causes are symbolism (and usually an empty symbolism that says little more than “I’m special because I care”) over substance. This whole “Earth Hour” thing is just maintaining status quo.

  54. Earth Hour Is Silly

    March 28th, 2008 at 6:18 pm

    What is the big deal about Earth Hour? Notice its happening on a Saturday, so it won’t hurt corporations and businesses, since their lights will be off anyway. It’s just ‘feel good’ nonsense that won’t change our energy usage habits, or promote cleaner energies, which governments clearly are not interested in.

  55. blacksun

    March 28th, 2008 at 9:43 pm

    Saving energy in PC’s is great but it is nothing close to the value of the unused CPU power going to waist each day. If each person/company volunteered to a distributed computing project we might have found a cure to cancer by now. Find a distributed project to join at http://distributedcomputing.info/projects.html

  56. Roli

    March 28th, 2008 at 11:03 pm

    Hi we are celebarting it today ie 29/Mar. and am proud to tell that India is also a part of this event. 2 cities in india has participated for the power shut down - Mumbai and Pune.

  57. Charlie

    March 29th, 2008 at 3:58 am

    Wow, I wasted too much energy reading entries #57 and #58.

  58. Bren

    March 29th, 2008 at 4:52 am

    Yay google. I love their support to a more green environment.

  59. I Am Not Posting To Spam My Blog

    March 29th, 2008 at 5:02 am

    I too support Google’s commitment to getting free publicity.

  60. Hmm

    March 29th, 2008 at 5:34 am

    Ok first off I do beleive that google probably used energy in order to switch there page to black lol. Secondly I only think its black to raise awareness, I dont think it does anything else. AND within 2 days theres been like 61 posts on here alone, so i think it did its job lol. Oh yeah, heres something really neat over 150 million years ago when the dinosaurs were here the global warming was 5 times worse then it is now, this happen because the once whole land mass split up, volcanos erupted like crazy and great so much carbon dioxide it was way worse then ours. So I guess we must have it worse tho right, lol global warming is aload of shit.

  61. angel

    March 29th, 2008 at 10:08 am

    i’ve had google.com as my homepage for a while and i’ve seen the changes that they make. I rather have google.com in black for ever, when i seen it today i said to myself ” Wow this is HOT!!! and i was searching if i can keep it in black ”. Please google.com keep it in black!!!.

  62. mr vibesman

    March 29th, 2008 at 10:27 am

    Hmmm, I thought the whole idea was to make us energy wasting people do something positive by turning off our lights…
    http://www.google.co.uk/intl/en_uk/earthhour/

    In which case surely if google succeds in getting lots of people to join the campaign then it doesn’t matter what colo(u)r googles web page is. You know when i woke up this morning and saw the google page my first thoughts where “I bet someone starts a stupid debate on wether google is uing more energy in now the page is black”

    Just think if you didn’t start this debate we would all switch off our PC’s and save energy:)

  63. anon

    March 29th, 2008 at 12:13 pm

    “Beg the question” does not mean “suggest” or “raises” or “evokes” a question.

  64. John

    March 29th, 2008 at 4:39 pm

    i hated it, I’ve switched to Yahoo all day, its quite good too!

  65. Traci

    March 29th, 2008 at 7:41 pm

    If we REALLY wanted to make an impact, we’d all turn off everything at the same time. But what would happen when we turned it back on?! Yikes! Grid troubles! Besides, whom are we trying to harm? The power company? More feel-good arrogance from lefties who also think that using less gas makes the price come down, when we all know the more we use, the lower the cost…sigh

  66. Munashe Gumbozvanda

    March 30th, 2008 at 10:03 pm

    hey hey i wrote about this also at

    tlcstudio.wordpress.com

    by the way tjis is a cool topic, the internet and the environment. hippie geeks

  67. Ann Lee

    April 16th, 2008 at 10:46 am

    Why isn’t google always black then?

  68. Ann Lee

    April 16th, 2008 at 10:48 am

    I’m awesome.Google should always be blacki.Random fact:Nintendo’s first item was playing card.I’m so good.La

  69. melissa

    April 22nd, 2008 at 5:48 pm

    http://www.blackle.com

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