As a business owner in the wellness space you need to have a thorough understanding of how to connect with your customers through colour. Choosing colours that align with the emotions and qualities you want your brand to convey is a skill that connects you to your ideal customer. That’s why in this blog we are talking about how to use colours to break through the noise and enhance your brand’s identity.
Colours have a huge influence over brand perception. They affect a person’s first subconscious impression of a brand and are the very first thing that catches someone’s eye. Colours really do evoke emotions and play a huge role in how consumers make decisions. According to a study by the Institute for Colour Research, people subconsciously judge a person, environment, or product within 90 seconds of initial interaction… Up to 90% of this assessment is based on colour alone.
Where to start with colour selection for your wellness brand
For wellness brands neutral colour palettes are a big trend among yoga, pilates and health coach type brands currently. Of course you don’t have to (and shouldn’t) copy any other brands, but there is a reason why muted colours such as soft neutrals, pastels, and earthy tones are so popular in the wellness space. As a wellness brand you might want to think about words like soothing, peace, balance, healing, etc. Think about how you want your brand/service/product to make the customer feel, and then try to select colours that convey this feeling to them straight away at first glance.
The specific shade of a colour also has a large impact. For example if you’re a wellness brand and you love the colour blue, you might want to opt for a lighter shade. As lighter hues of blue are known to give off a serene and peaceful ambience. They make people feel tranquil and at peace. Whereas darker shades of blue are more commonly associated with authority and stability, commanding respect and confidence. Think police uniforms, banks, political organisations, legal firms, etc.
The best colours for an up and coming wellness brand in 2024
For a wellness brand some may say that you should avoid colours that are too bright and garish but on the other hand if your brand is more concerned with promoting physical activity and you aim to provide clients with the energy they have been lacking, then vibrant colours may be the right choice for your brand as brighter colours are best to promote an energising feeling. As a wellness brand you also want your colours to make people think about mental health, relaxation, and meditation.
We’ve already spoken about blue, but green is another great choice for wellness brands in 2024. A nice natural muted green has connotations of harmony and rejuvenation, as well as health and sustainability. Green is also symbolic of nature, growth, and harmony. It’s frequently used in wellness brand logos to convey a sense of freshness, health, and balance. Green is also a great colour for promoting self transformation.
Purple is an excellent choice of colour if you’re going for that luxurious or slightly more spiritual vibe with your wellness brand. Representing spirituality, wisdom, and creativity, purple is often employed in logos for wellness brands focusing on holistic wellbeing and alternative therapies.
White is fantastic for giving that sense of purity and simplicity. It is commonly used in wellness logos to convey a sense of transparency, hygiene, wellness and also cleanliness. You’ll often see white associated with brands that promote self-care, being kind to your body and pampering yourself.
How to start choosing colours for your wellness brand
This isn’t a process to rush and it’s not a good idea to simply choose your favourite colours. Remember that 93% of customers make purchasing decisions based on visuals alone. So think about what the customer wants, not just what is visually appealing to you. Who are you serving? What are they looking for? Which colours will signal to them that you have what they are looking for? If they want to feel peaceful and your logo is a bright and bold shade of red, this can be an instant turn off.
As an up and coming wellness brand in 2024 any of the colour options I mentioned in the previous paragraphs would be suitable, but try to make it your own. The trick here is to choose colours that look familiar to your customer but also stand out from your competitors. Let’s say you want to use purple but one of your main competitors in your area already has a purple logo. Well now think about why your brand is different.
Perhaps your competition uses a dark luxurious purple, you could use a lighter shade of muted purple. Let’s say your brand of wellness is closely linked to nature, then you could include some muted greens and now you have differentiated yourself from your competition, without compromising too heavily on the use of purple. This would be great for a Scottish wellness brand for example, as these are the colours of the thistle, Scotland’s national flower!
Important things to remember when choosing your brand colours
Remember that this blog is only a guide. It is absolutely crucial that you do your own deeper research (or work with a professional brand designer); because different colours hold different meanings, and are associated with different feelings across different cultures. For example, earlier in this blog we spoke about green being associated with nature, harmony and rejuvenation. But this is only true for the UK and most of Western Europe. In Mexico, green is tied with independence and in China it can be linked with infidelity. So do your due diligence to maximise your chances of attracting those ideal customers.
I hope this has given you some inspiration for your wellness brand’s colour palette but if you’re still struggling, let me help you elevate your brand today. It’s time to get excited about your business again and start connecting with more of those ideal customers.
