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entrepreneur choosing her brand colors

What color comes to mind when you think of Starbucks? What about McDonalds? What about Barbie? The most iconic businesses in every industry have recognizable colors that customers instantly associate with their brands.


For health and wellness businesses, brand colors are the very first element that tells a potential customer what your business is about. Whether your business sells tea or skincare products, chiropractor adjustments or Pilates machines, or anything in between– you will need to use colors that quickly and accurately express your brand.


Picture walking into a yoga studio with lime green walls, purple accents, and colorful art on the walls. Now picture walking into an all-white yoga studio with minimalist décor and a simple black and white logo. Both yoga studios could be amazing, but they are tailoring their businesses to different ideal customers by using brand colors.


This free branding mini-workbook for health and wellness businesses includes a list of 12 common brand colors and what each one means in color psychology. Get your free copy of the workbook here:


Psychology of colors

You have probably heard that different colors have different meanings, but have you ever thought deeper about color psychology and how it relates to your business? You might already even have colors for your business, but are those the right colors? Are those the colors that are going to attract your target customer?


The psychology of colors is a crucial important factor to consider when choosing colors for your health and wellness brand. Certain colors evoke specific emotions in people based on how our brains react to them.


Since each color has a different meaning, when you look for colors to represent your brand you should start by learning about the psychology of colors and what each color means.


For example, if your brand is relaxing, casual, and peaceful, you might want to consider colors such as light blue, light pink, and white. If your brand is serious and professional, maybe even luxury, you would go with dark blue, black, gold and so on.


This book will show you all about the psychology of colors. You can also work on your colors in the book BrandFix.


multiple colors of paint

Know your ideal client

Whatever actions you take in your business, you always need to start by defining your ideal client.


It is incredibly hard to sell your product or offer your services when you don’t have a clear picture of who is going to buy from you. Only the people who feel they need your offering will buy it, so as an entrepreneur you need to understand their pain points and convince them that your product or service is irresistible.


When identifying your ideal client, I recommend that you start by defining their demographic which means knowing how old they are, where they live, what they do, a little bit about their family, their career, and how much money they make.


Once those demographics are established, you can focus on your ideal client’s psychographics which are even more important. Psychographics involve figuring out what your target customers like and don’t like, what they’re attracted to, what their problems and preferences are, and overall what kind of person your brand needs to resonate with.


You can learn more about finding your target by taking this quick quiz to discover your brand personality. Your quiz results will include ideas on how to attract your specific target customers using content and visual designs:

The more you know about your ideal client, the more clearly you can express your brand to them through your visual designs and messaging. And not just that: the more you know, the more you can improve your brand so they are attracted to it, and you will be able to grow your health and wellness business faster.


Let’s say your ideal client is a 50-year-old business professional who likes to read about investments and go to meetings with his business partners. In order to attract that client to purchase your workplace wellness app, you’re probably not going to use the same colors that you would if you were trying to attract teenagers to buy your energy drinks.


When talking about health and wellness businesses, most of the time you will see brands using green, white, or purple as their main colors. Of course that is not the rule, it’s just that these colors look healthy and have meanings such as fresh, innovative, and new – which match the brand attributes many health and wellness businesses are trying to express.


colorful abstract art against a sky


Analyze your competitors

When working on colors for your brand, take a few minutes to look at your competitors and see what brand colors they use. That doesn’t mean that you should use colors that are the same as theirs, but it will make you aware of what colors are popular within your immediate group of competitors.


You might come to the conclusion that your competitors have all been using colors that don’t match your vision for your business. In that case, you can purposefully stand out from them by using different colors and communicating differently to the same target.


For over 20 tangible ideas on how you can visually express your brand, snag your copy of our free curated logo design ebook here:


When analyzing the visual branding of your competitors, you should also pay attention to how many brand colors they are using.


Some brands such as Olay focus on one main primary color (which in the case of Olay is red) and one secondary color (white). Olay also occasionally uses black for its content, product descriptions, labels, and so on. In comparison, some other brands have two or three main colors in addition to several more accent colors.


I always suggest that health and wellness brands have one or two primary colors and then maintain a few accent or background colors as well. Sometimes your social media and website will need more than just two colors, and having those accent colors selected for your brand will help you maintain consistency.


palette of paints on a red carpet


Create a mood board

When selecting colors for your brand, the best practice is to create a mood board. A mood board is similar to a vision board except it’s focused on your business’s branding. This board will help you figure out if your visual branding should look fun, serious, professional, casual, expensive, or any other traits.


Most of the time a mood board includes colors, typography, and images, and these elements are all spread out over one board so they all complement each other. You can create your mood board in programs such as Photoshop or Illustrator, but also you can create it in Canva or other free design software.


Below you can see some examples of mood boards. Once you create your mood board, you will then know what style and feel your brand should follow. You can use your mood board as the base for your visual identity:


mood board stylescape for himalayan salt company

Mood board created by Aventive Studio.


mood board stylescape for granola business

Mood board created by Aventive Studio.


Your mood board should focus on your ideal client and who you want to attract to your brand. We talked about your ideal client earlier in this article, so you can remember to keep that person in mind when creating your mood board.


If you are struggling with figuring out who your ideal client is, who exactly your competitors are, and how exactly  to come up with colors for your own brand (even after reading this) — then I would suggest you start by creating a plan for your brand, which is also called a brand strategy.


This quiz will help you take the first steps towards creating your brand strategy:

When your business has a solid brand strategy in place, you have a massive advantage over the competition because you never need to guess what to do next.


You never have to wonder who your ideal client is, or how your brand should react to a social issue, or what kind of marketing efforts you need – because it’s all in your brand strategy. You have the freedom to focus on growing your business while maintaining a consistent brand identity.


A brand strategy includes the visual elements like your photos and images, but it also involves identifying core pieces of your business such as your mission and purpose. These larger concepts, when paired with your visual designs, work together to effortlessly attract more customers.


You can find more about how to create a step-by-step brand strategy for your health and wellness business here.

Aventive Studio

We are an Austin, TX branding agency dedicated to brand development by leveraging modern and strategic design. We specialize in the health and wellness industry and our team of designers, strategists, and web developers have teamed up to deliver value for clients worldwide, yet never lose sight of personal and individualized service. No matter the project, you will work directly with a core and accomplished creative director at Aventive Studio.

Brand Strategy

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Brand Attributes & Voice
Target Profiles

Competitor Audits
Goal Alignment
Content Development
Digital Strategy


Visual Branding

Logo Design & Identity
Brand Board (typography, colors, photos)
Packaging Design

Brand Guidelines
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