bashでechoした文字の色を変える

if [ "$str" == "false" ];then
#明るい緑
[ "$BOOTUP" = "color" ] && $SETCOLOR_SUCCESS
echo "I'm fujihara"
[ "$BOOTUP" = "color" ] && $SETCOLOR_NORMAL
else
#赤
[ "$BOOTUP" = "color" ] && $SETCOLOR_FAILURE
echo "I'm fujihara"
[ "$BOOTUP" = "color" ] && $SETCOLOR_NORMAL
fi