The Color of Health Care Brands
Health care brands have to evoke in patients and physicians alike a sense of trust and credibility.
The choice of color palette plays a large role in how a brand is ultimately perceived. Using colors that emphasize qualities of calm and tranquility is paramount, and can go a long way in encouraging trust. Although there is no link between color choice and health outcomes, health care brands should stay on the cooler side of the color spectrum for their primary colors — whites, blues, grays — as these are colors that soothe.
Studies have shown that people are hardwired to react with different emotions to different colors. Consumers often form an opinion within 90 seconds of experiencing a brand’s logo for the first time, and 62-90% of that opinion is based on color, according to a study by Satyendra Singh at the University of Winnipeg.
Aesthetic practices and children’s hospitals often will use colors from the more stimulating and active end of the color spectrum, which can make patients feel as if they have a more active role in the experience. This sense of participation often gives patients an element of control or empowerment in a situation that is often outside of their control.
Here are three examples of how Burdette Ketchum has used colors to showcase different health-related brands with distinctly different objectives:
iZon, a high-end, custom eyeglass lens manufacturer branded dozens of optometry offices. A brand color palette that incorporates a number of green and blue hues gives consumers a richer brand experience, and commands attention in the waiting room.
Cool blues, grays and whites give physicians a sense of trust in CoolSculpting, the FDA-cleared body contouring treatment that freezes and naturally eliminate fat from the body.
Warm yellows and lightly saturated blues are the hallmarks of the website for Aging True, a non-profit focused on senior care and independence.
Understanding how to effectively choose and use colors in brands makes a large difference in what kind of first impression the brand makes on people, and how reliable people perceive the brand to be. Color choice should never be random. Be sure you choose brand and marcom colors that support your brand’s objectives and speak appropriately to your audiences.