What is color psychology and why should you care?

Color psychology is the study of how colors affect our behavior and emotions. And it’s kind of a secret weapon for wellness brands.

• Blues = calm, trust, professionalism

• Greens = growth, nature, balance

• Yellows and oranges = energy, optimism, movement

• Neutrals = simplicity, grounding, peace

• Pinks and peaches = warmth, compassion, care

The color wheel is a helpful tool for exploring various shades and combinations of colors to achieve the emotional effect you want. Different colors, such as purple for healing and spirituality, calming blues for relaxation, dark blue for professionalism, and light pink for tranquility and nurturing, can be used strategically in health and wellness branding. By experimenting with various shades and color combinations, you can align your palette with your brand’s psychological goals.

You don’t have to stick to one “vibe,” but knowing how each color feels can help you intentionally craft the emotional experience you want your brand to create. Using a combination of different colors and shades allows you to evoke a range of emotions and build a unique brand identity.

Step one: Build a color strategy (yes, even if you're DIYing)

This doesn’t need to be complicated. A solid color strategy just means choosing a palette that aligns with your values, your audience, and how you want your brand to show up. It's important to consciously choose colors that reflect your brand's mission and values, as the right color choices can evoke specific emotions and enhance your brand perception.

Ask yourself:

• What do I want people to feel when they see my brand?

• Is my brand more like “spa day” or “gym day”?

• Do I want to stand out (or blend in) with what’s already working in the industry?

Health and wellness brands often default to soft greens and gentle blues. That’s not a bad thing but it is an opportunity to bring your own twist to the table. The wellness industry is evolving, and brands are encouraged to explore new color strategies to stand out and connect with their audience in meaningful ways.

Earthy tones: Calm, grounded, and classic

If your brand leans holistic, natural, or rooted in slow living, you’re probably already drawn to earthy tones like sage green, sand, clay, or warm taupe, as well as neutral tones like beiges and creams for a calming, sophisticated palette. These colors feel safe, stable, and connected to nature.

A harmonious blend of sage green and neutral taupes can create a luxurious, natural aesthetic that appeals to brands focused on wellness and authenticity. Choosing earthy and neutral tones can also reflect your brand’s commitment to environmental consciousness, signaling eco-friendly values and sustainability. Earthy tones are often used by brands offering organic products to reinforce their connection to nature and sustainable practices.

They also pair really well with:

• Deep browns or soft blacks for contrast

• Hand-drawn illustrations or botanical elements

• Luxe textures like linen, recycled paper, or soft shadows in digital design

They’re versatile and timeless, just make sure you’re using them with intention (not just because everyone else is).

The golden hour palette: Warm, elevated, effortless

One of my personal favorites? The golden hour palette: think soft champagne, glowy amber, muted gold, and sage taupe. It’s perfect if your brand sits between "natural" and "elevated". Yellow is often used in wellness branding within this palette to evoke happiness, optimism, and warmth, making it especially effective for mood enhancing products (Feals' brand, or Ritual, for example) that aim to boost positivity and emotional well-being.

This palette:

• Feels luxe but not flashy

• Balances warmth and authority

• Uses a combination of warm hues to create an uplifting and approachable brand identity

• Works across digital and physical products beautifully

Ideal for brands that want to feel a little high-end, but still approachable and human.

Vibrant colors: Energy, optimism, and motivation

Vibrant colors are a powerful tool for wellness brands looking to spark energy, optimism, and motivation in their audience. Think of the bold oranges, sunny yellows, and lively pinks you often see in fitness brands and health and wellness businesses. These hues aren’t just eye-catching, they’re mood-boosters. A fitness brand, for example, might lean into a dynamic orange color palette to inspire action and get people moving, while a wellness brand focused on mental health might choose a gentle light blue or soft pink to create a sense of calm and reassurance.

The key is to match your color scheme to the feelings you want to convey. Vibrant colors can help your brand identity stand out, making your marketing materials pop and your brand recognition soar. Whether you want to energize your audience or offer a sense of well being, choosing the right vibrant hues can help you connect with your target audience and communicate your brand’s values in a way that feels authentic and inspiring.

Color and brand recognition go hand-in-hand

You know how you see that Glossier pink or that Tiffany blue and you just know what brand it is? That’s the power of color consistency.

To make color work harder for your brand:

• Choose a small set of core brand colors (3–5 is plenty)

• Use them everywhere—website, packaging, social, email, even your Canva templates

• Repeat, repeat, repeat

Over time, your color palette becomes part of your brand’s signature. It builds trust, recognition, and familiarity—without saying a word.

Pssst - Want a full breakdown on how to choose your brand colors? Head over to my free training, Get Your Brand Together.

Using color to improve the user experience

Colors do more than just look pretty. They guide your audience’s eyes, make your content easier to digest, and help your calls-to-action stand out. Thoughtful web design and color choices can enhance user experience by making your site more engaging and easier to navigate.

Try this:

• Use contrasting colors to make buttons pop

• Create visual hierarchy with bolds, neutrals, and spacing

• Choose accessible colors (aka high contrast and color-blind friendly) to make sure everyone can enjoy your content

Also: soft gradients or natural color transitions can create a really soothing vibe, especially helpful for brands focused on mental health or mood support.

Color accessibility: Making wellness inclusive for all

Color accessibility is an essential part of wellness branding that’s often overlooked but it can make a world of difference in how your brand is perceived. With millions of people experiencing some form of color vision deficiency, it’s crucial for wellness brands to ensure their marketing materials and color schemes are easy for everyone to navigate and enjoy.

Simple strategies can make your brand more inclusive: use high contrast between text and background colors, pair colors with clear symbols or icons for added clarity, and consider offering customizable themes so users can adjust colors to their preferences. For example, a wellness brand might design their website with a crisp, high-contrast color scheme, making sure that important information is readable for all members of their target audience. By prioritizing accessibility, you’re not only ticking a box, you’re creating a welcoming space that reflects your brand’s commitment to well being and inclusivity, which can only enhance your brand’s reputation and connection with your audience.

Match your colors to your marketing message

If your brand is more focused on energy, fitness, movement... go for bold, punchy colors like vibrant coral, zesty orange, or electric blue. Colors commonly used in wellness branding, such as green and blue, can be complemented or replaced with these bolder choices to evoke different emotions and help your brand stand out.

If you’re more calm, nurture, restore... stick with cool pastels, soft earth tones, or serene greens. Choosing soothing colors plays a crucial role in supporting audiences who feel overwhelmed by busy or stressful lifestyles, helping them associate your brand with relaxation and relief.

You don’t have to pick one forever. But think of your color palette like a mood board for your mission. It should reflect how your audience wants to feel. Color selection plays a crucial role in conveying your brand's message and supporting your audience's well-being. Thoughtful color choices can also reflect a commitment to holistic wellness, balancing mental, spiritual, and physical health in your branding approach. That's what we're all about!

Cultural color sensitivity: Avoiding accidental missteps

When it comes to wellness branding, color isn’t just about aesthetics, it’s about meaning. Different cultures attach different emotions and symbolism to colors, so what feels calming or uplifting in one place might carry a completely different message elsewhere. For example, while white often represents purity and new beginnings in Western cultures, it’s a color of mourning in many Asian cultures.

To avoid accidental missteps, wellness brands should take the time to research the cultural context of their target audience. This might mean consulting with cultural experts, conducting market research, or even testing your color schemes with diverse focus groups before launching new marketing materials. By being mindful of these nuances, you can create a brand identity that feels respectful, inclusive, and truly global—helping your wellness brand connect with a wider audience and build trust across cultures.

Designing an intentional mood board (sans overwhelm)

Creating a mood board is one of the most enjoyable (and effective) ways to shape your wellness brand’s identity without feeling overwhelmed. Think of it as your brand’s vision board: a collection of colors, textures, images, and even words that capture the essence of your brand strategy and the feelings you want to evoke in your audience.

Start by gathering inspiration from places that resonate with your brand’s values: nature, art, architecture or even your favorite wellness spaces. Use online tools or go OG with magazines and scissors to piece together a visual story. For example, a wellness brand might build a mood board filled with earthy tones, soft natural textures, and serene imagery to convey a sense of calm and connection to nature. This visual guide becomes your north star, helping you make consistent choices for your marketing materials and brand identity. Plus, having a mood board on hand makes future design decisions so much easier, making sure your wellness brand always feels cohesive, intentional, and instantly recognizable to your target audience.

TL;DR: Your color palette = the soul of your brand’s first impression

Choosing the right colors helps your audience feel something real. Whether that’s calm, inspired, energized, or taken care of, it’s your job to be intentional about it.

So when you’re building or evolving your wellness brand, don’t just pick colors that look nice together. Pick colors that feel like your mission.

Need help choosing the right ones? I have a whole workshop that walks you through this process step by step: from defining your brand’s attributes to matching them to a color psychology chart, testing combinations, and locking in your palette with confidence.

For more, check out Get Your Brand Together and start creating those mood boards for your wellness brand! You can experiment with color palettes and develop your visual branding using free design software or other free design software like Canva, Illustrator, or Photoshop.

Looking for design inspiration? Head over to my Pinterest! Excited to see your creation!