Design is a strategic marketing tool that can help you connect with clients, and it’s often the first visual signifier that communicates your brand. Well-executed and innovative design helps increase brand exposure, human connections and emotional connection.
Before you even meet a client, you have the opportunity to speak to them without words. A successful design will reinforce your core brand message.
Choosing the best colours for healthcare marketing includes colour selection, colour theory, creating an effective colour scheme, knowing where to use each of your chosen colours in your clinic, and looking at successful practices that incorporate colour well.
Why It’s Important to Consider Colour in Your Strategy
Selecting which colours are best for healthcare marketing is an important step in setting up your practice, whether you’re just starting out or have been in business for decades. Incorporating colour into your strategy can lead to increased bookings and more positive client experiences, and it’s therefore important to select your colours carefully.
A study by Forbes showed that nearly 90% of consumers purchase based on colour. This means that if you’re not consciously using colours in your marketing strategy, you’re missing out on a major opportunity to connect with clients.
Two important reasons to consider colour in your marketing strategy
First, it’s essential to take a dive into the world of colour psychology. All colours have different meanings and can evoke different emotions. The colours you select should be based on the audience you want to attract.
Second, colour comes with expectations. While you can flip things around, certain industries have an expected colour identity to fit within expectations. Sometimes it’s best to stick to what works.
An Introduction to Colour Psychology
According to colour psychology, colours can affect human emotions and even actions. Each colour has its own set of psychological associations. For example, red is generally associated with energy and a sense of excitement, while blue is calming and relaxing. Yellow is the colour of optimism and a happy state, and black is often seen as authoritative or serious. Purple is commonly associated with royalty or luxury.
When selecting colours for your healthcare marketing, keep these associations in mind as you want to choose colours that will evoke the desired emotional response in your clients.
How to Select a Palette That’s Right for Your Practice
Now that you have insight into the basics of colour psychology, it’s time to start selecting colours for your practice. The way to achieve this is by creating a palette of colours that will work together cohesively.
Your palette should consist of two to three main colours and several supporting colours. You can use any colour combination you like, but it’s best to choose colours with positive psychological associations. For example, blues or greens are common colours used for healthcare practices because they can help create a feeling of calm and trust.
When selecting your main colours, choose one lighter colour and one darker colour. This will help create a feeling of balance in your design. Your supporting colours can be any shades that you like.
Areas of the Practice to Consider Using Your Brand Colours
Once you’ve determined the ideal colours for your practice, where should they be used?
Your practice’s logo is a great place to start using your colours. If your brand’s colour scheme is cohesive, you’ll want to be sure that the colour palette in your logo blends with all other areas of your practice as well.
Things like brochures and business cards should have a similar look and feel to any other marketing materials you create, forming your brand identity. Having a consistent design will help clients feel comfortable with your brand, and ultimately, your practice.
Your website is another important place to consider brand colours. A well-designed website will help create a positive first impression of your clinic and encourage visitors to stick around and learn more. It’s always wise to hire a professional website designer to take your practice to the next level.
Your colours can also be used in the interior design of your clinic. This includes everything from the paint colours on your walls if you’re allowed to paint, lighting fixtures, furniture, and accessories throughout the space. By using your colour palette inside, you’ll create a cohesive experience.
Your colours for healthcare marketing can also be used to design staff uniforms. This will also aid in creating a cohesive experience for clients, reinforcing that everyone who works at your clinic is part of one big team.
Successful Practices to Inspire You
Need some inspiration? Here are 3 practices that do colour in style:
- GrayMind – The practice successfully uses earthy tones to create a calm and relaxed atmosphere. Their design is simple and carried throughout their brand identity, from their logo to website design and photography.
- Kindred Music Therapy – While also using earthy tones, this practice uses slightly brighter colours and a forest green, creating a child-friendly image.
- Kool KATTS – Here’s a practice that’s selected a simple design, using vigorous red and relaxing blue to create an appealing brand presence. It’s carried through every aspect of their identity.
As you can see, selecting the best colours for healthcare marketing is an extremely important part of your practice. By choosing the right colours, you’ll be able to create a positive first impression and keep clients coming back.
If you have the budget, hiring a design professional who can help you put together a highly professional brand identity might be a wise move. And don’t forget, if Power Diary is your practice management software, you can add your logo (with its fabulous colours!) to your Client Portal. Happy colour shopping!