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How to Choose the Right Colors for Your Wellness Brand’s Logo and Packaging

Color Palette

Branding is one of your most powerful tools for connecting with your audience as a business in the wellness space. And while you might think of your brand in terms of your logo, messaging, and product offerings, there is one element that plays a vital role in how customers perceive your brand i.e. color. So, let’s talk about color theory and the importance of colors in branding to elevate your business and create an emotional connection with your customers that goes beyond words.

First Things First… What is Color Theory?

Color theory refers to the science and art of using color. It explains how different colors work together, how they affect human emotions, and how they can influence perception. Based on a color wheel, color theory includes concepts like primary, secondary, and tertiary colors as well as complementary and analogous color schemes.

In branding, color theory helps guide the selection of colors that evoke specific emotions or associations, depending on the message and tone you want to convey to your audience. For example, warm colors like red, orange, and yellow tend to evoke feelings of energy, passion, and optimism, while cool colors like blue, green, and purple create calmness, trust, and balance.

CPG Brand Colors

Why Colors Matter in Branding?

Colors are a crucial aspect of your brand’s visual identity because they trigger emotions and set the tone for how people feel about your business. As a wellness business, the right use of color can not only set you apart from your competitors but also help you communicate your values and vision effectively.

Making the First Impression

When customers encounter your brand, their first impression is visual. Color plays a massive role in that first impression. Studies suggest that it takes only 90 seconds for a person to make a judgment about a product, and up to 90% of that assessment is based on color alone. If you want to make an impact right away, your choice of colors should reflect the core message you want to communicate.

Evoking Emotional Responses

Colors have the ability to influence emotions. As a wellness brand, you want your customers to feel a sense of trust, calm, rejuvenation, or even excitement when they interact with your products or services.

For example, a skincare brand that promotes natural, organic ingredients might use earthy tones like greens and browns to evoke feelings of purity and natural well-being. In contrast, a brand selling supplements for vitality might choose bright, energetic colors like oranges and yellows to convey energy and enthusiasm.

color palette for a brand

Building Brand Recognition

One of the strongest reasons to prioritize color in your branding is its ability to make your business recognizable. Strong, consistent color use can increase brand recognition by up to 80%. Think about brands like Headspace (orange and blue), Calm (shades of blue), or Purple (purple). Their color schemes are instantly recognizable and have become synonymous with their brand identity.

As a small business, you can achieve a similar level of recognition by choosing the right color palette and consistently applying it across all of your branding materials, from your website to your packaging and social media.

Choosing the Right Colors for Your Wellness Brand’s Logo and Packaging Design

To choose the right colors for your wellness brand, you need to consider both the psychology of color and how different hues resonate with your specific audience. Here are a few tips:

Know Your Brand Values

Start by identifying the core values of your business. Are you offering relaxation and stress relief through yoga classes? Or are you providing fitness supplements to boost energy and performance? Knowing what your brand stands for will help guide your color choices. Of course, there are the basics, for example:

  • Green: Symbolizes health, nature, renewal, balance, and harmony. It is often used by wellness brands to communicate organic and eco-friendly practices. This is why a brand like Tata Harper, which is known for its natural skincare products, sells its products in vibrant green packaging.
  • Blue: Conveys trust, serenity, and calmness. Many healthcare and wellness brands use blue to represent trust and peace. So, wellness brands that focus on relaxation, meditation, or mental well-being, such as Calm or Therabody, can often be seen using shades of blue.
  • Purple: Associated with luxury, creativity, and spirituality. If your wellness brand focuses on mindfulness, meditation, or premium skincare, purple might be a good choice. Since sleep is also a big part of holistic wellness, the mattress brand, Purple, uses this color extensively across all your brand touchpoints.
  • White: As it symbolizes purity, cleanliness, and simplicity, white is perfect for brands that emphasize minimalism or the purity of their ingredients. Brands like The Ordinary use a predominantly white packaging design to signify transparency and clinical efficacy.
  • Yellow: Evokes energy, happiness, and positivity. Yellow can work well for wellness brands that want to convey vibrancy and optimism, like Ritual, a popular supplement brand with warm yellow accents on its packaging.
Woman choosing a healthy drink in a grocery store

Consider What Your Target Audience Seeks

Your customers’ preferences should always be front and center when deciding on your logo and packaging design. Different demographics respond to colors in various ways, so you will want to choose a palette that resonates with your target market.

So, consider who your customers are and what they value. For example, younger, health-conscious consumers might be drawn to minimalist designs with neutral or pastel colors, while older audiences may resonate with more traditional or bold colors. But this may not always be the case.

Some younger consumers may also be drawn to bold, bright colors that suggest innovation and energy, especially if you are in the health beverage space. In contrast, older customers might prefer more muted tones that suggest reliability and trustworthiness, especially if you are in the mindfulness space.

The key is to ask your customers what they prefer and take it from there. Don’t assume. Besides, consider cultural associations with color. Different colors can have varying meanings across cultures. Black, for example, is perceived as a negative color in certain countries. So, having an all-black palette may not serve you well.

If your wellness brand caters to a global audience, you will want to ensure your logo and packaging’s color palette doesn’t unintentionally convey the wrong message.

So, regardless of how controversial you think Gweneth Paltrow’s brand Goop is, Goop’s skincare line uses elegant white and silver packaging with minimal design elements, creating a sense of luxury and purity. The color palette is sophisticated yet approachable, positioning the brand as both premium and down-to-earth. And that clearly works with the brand’s customers.

Goop skincare brand colors and logo
Photo source: https://www.camppeach.com/home/the-goop-skincare-review

Think About Versatility

Your logo will be used across a variety of platforms, from packaging to social media to your website. Therefore, the colors you choose need to work well in different environments.

Consider how your logo will look in print, online, on dark or light backgrounds, and in both large and small sizes. Will your colors remain vibrant, or will they become illegible? This is why we recommend you to test your color palette in various contexts before finalizing it.

Additionally, think about how your colors will translate to other elements of your brand, like your product packaging, website design, and marketing materials. A cohesive color palette will create a strong, consistent brand identity across all customer touchpoints.

Look at Competitor Brands

As a branding and packaging design agency, we believe that competitor analysis is non-negotiable for us. Researching competitors helps you understand which colors work in your niche and which are overused.

While it is important to create a logo that fits within the wellness industry, you also want to stand out. So, if most of your competitors use green to emphasize nature and health, consider choosing complementary colors or unique tones that differentiate your brand.

For example, while many wellness brands opt for greens and blues to promote natural ingredients and tranquility, brands like Kin Euphorics use bright, playful colors like neon orange and pink to stand out, while still conveying the message of effective, joyful skincare.

Finding the right balance for your brand is key to a successful visual branding. 

Reranding an anti-aging skincare product

Test and Refine

Finally, once you have chosen a few colors that align with your brand’s message, test them out. Get feedback from your target audience to ensure that the colors resonate with them.

You can also conduct A/B tests by showcasing different logo and packaging color options on social media or your website to see which ones generate more engagement or positive feedback. This is one of the reasons why we love social media so much.

As a budding wellness business, you have the opportunity to use color strategically to build trust, attract attention, and evoke emotions in your customers. When done right, your packaging design can help you stand out in a competitive market and communicate your brand’s values with just a glance. The branding and packaging design experts at Aventive Studio have several years of experience in the wellness industry. We take the time to carefully choose your color palette to ensure that it reflects your brand identity, resonates with your audience, and creates a cohesive experience across all touchpoints. Get in touch with our experts to know more.

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