When you think about brands like Iike Marvel, Instagram and Pepsi. Well, in addition to your favorite superhero sipping on a fizzy drink popping in your mind, you probably also thought about the logos of these brand, and with that, the colors associated with each business!
Here's a fact: Most top businesses across various sectors have a certain color by which their customers can instantly recognize their brands. Red, blue, yellow - your brain is probably connecting these with brands without you even being fully aware of it.
Likewise, health and wellness businesses read brand colors to tell their prospective customers what their business is about. The colors are the first element of recognition for a potential customer. Whatever your business sells, be it organic skincare products or a mindfulness app, it is important to use colors that will express your brand quickly and effectively.
Let's take your imagination for a spin, shall we?
Imagine going into a yoga studio with purple accents, green walls, and captivating art on the walls. Then imagine walking into another yoga studio with an all-white color background, minimalist decoration, and a black and white logo. These are two great yoga studios, but they each have specific business ideologies for their customers using their brand colors.
By taking a look at the psychology of colors, we can better understand this.
You may have heard that colors have unique meanings, but have you thought about the deeper psychology of colors and how they are related to your business?
Well, now you should! Chances are that you already have colors for your business, but here's a quick question; Are those colors appropriate? Will those colors attract your target audience or will it repel them? Yikes!
The psychology of colors is an essential factor to note when you want to choose colors for your fitness and health brand. Certain colors spur a person's reaction based on our brain's reaction to them.
Because each color has a unique meaning, you need to learn about the psychology of color and the meaning of each color when you set out to choose a color for your wellness brand representation.
If your wellness brand is peaceful, relaxing, and casual, you may consider colors like light pink, light blue, and white. On the other hand, if your brand is corporate and serious, probably with a touch of luxury, then a dark blue color, gold, black and similar colors. Here’s a breakdown, as a guide:
Red: For rebellious brands looking to disrupt the status quo.
Pink: Wellness brands who want to convey nurturing traits should pick pink.
Orange: For vibrant wellness brands who are always in a playful mood.
Yellow: A winner for wellness brands, yellow is associated with energy and happiness.
Green: If you want to connect with nature, choose green.
Light Blue: Purpose-driven businesses who are creating mindfulness and meditation products will feel more aligned with light blue.
Darker Blue: Show how knowledgeable you are with dark blue.
Black: Keep it simple, sleek, and modern with black.
White: For that minimalist touch, opt for white.
Grey: Grey gives that mature and classic feel.
Picking the right colors can often feel overwhelming. But, if done mindfully, this process can become really simple, and fun!
First things first, make sure you already have a good brand strategy in place before moving on the choosing colors. If “brand strategy” are two words you are unfamiliar with, it’s time to go back to the drawing board! It’s only when your brand strategy is on point, that your visual branding, including your colors, can make that impact you want. I explain more about brand strategies and how to develop an authentic brand strategy in this article here.
Not that we got that out of the way, here’s 3 quick tips to get you started. These are just a few pieces of the puzzle but are important to consider in choosing the best colors for your health or wellness brand.
Before you make any decision in your business, first you have to define who your ideal customer is.
It's very hard and confusing to sell your offer when you aren't certain who will buy from you in the first place. Knowing your audience is a key part of your brand strategy.
When you get crystal clear on your audience you can connect instantly with them and show how your products or services are unique and irresistible. One thing that helps me, as a branding expert, to define an audience is looking beyond demographics, and focusing instead on psychographics. Psychographics have to do with deciphering what your target audience likes and dislikes, what their beliefs and core values are and what kind of challenges they face.
For instance, if you want to attract young professional women who sometimes feel overwhelmed by how busy their corporate lives can get and are looking for a way to relax, the colors you choose might be different from attracting active teenagers looking for a good energy drink after skateboarding with friends.
When looking at other wellness and health businesses, sometimes you'll see brands use purple, green, or white as their main colors. Although that is not the standard, these branding colors are often chosen by wellness businesses as they can convey a feeling of health and often mean things like “new”, “innovative”, and “fresh”. Are these feelings you want your wellness bland to reflect? Have some fun with purple, green, white to see if they resonate with your audience!
When you want to design colors for your brand to reflect your unique personality, take some time to observe the colors around you. Have a look at your wardrobe - what colors do you tend to always go for? How about your home accents - are there certain colors that you cannot resist, every time you decide to decorate? These are natural selections, colors that reflect who you are. And if you want your brand to reflect your personality, these are the colors that matter.
Here’s a nugget of wisdom for you: less is more! When picking your colors, make sure to do it intentionally. Is it necessary to add in the sparkly silver stars? Would that confuse your audience more than connect with them? If you’re unsure, don’t worry! I have something special cooking for you - keep reading and you’ll find out towards the end of the blog!
When you want to choose colors for your brand, the best thing to do is to lay it all out so you can see how they all come together. How to do this? Create a mood board.
You may be wondering what that is; a mood board is like a vision board, however, it is focused on your visual branding.
This mood board helps you know if your visual branding should take a casual look, something professional, expensive, or have other traits. Sometimes, boards include typography, colors, images, and other vital elements and they are spread out over one single board and complement each other.
You can choose to create a mood board in applications like Illustrator or Photoshop, or you can use Canva or any other free design software. Some people prefer to print everything out, cut images out of magazines and create a physical board. Try it, it’s really fun!
When you create a mood board, you'll know the style your wellness brand will follow and the feel as well. Likewise, you can decide to use your mood board as the yardstick for your brand identity.
When creating your board, remember to always focus on your target audience, who you intend to attract to your brand, and how you want them to feel.
And here, you go! 3 steps to get you started with picking the best colors for your own wellness brand. It's your turn to choose some exquisite colors that'll announce your wellness brand and express your unique vision. Go get it!
And if you have more questions about DIYing your visual branding, I have exactly what you need. Indeed, there’s a lot to think about when designing a wellness brand that is authentic, impactful, and timeless.
From brand aesthetics to creating an intentional brand design process, I cover everything you need to set yourself up for success when designing your logo for your health and wellness business, including your website, in my Color Masterclass.
In this Masterclass, I will cover the key information on how to have a more intentional approach to visual branding for your purpose-driven business. Feel butterflies in your tummy? Click here to watch.
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