Choosing the Right Colors to Represent Your Healthcare Brand

In marketing, as in life, first impressions matter. Research shows it only takes about 90 seconds for a customer to form an opinion about a product—and a surprising percentage of his or her assessment (62-90%) is based on colors association with the product.

When it comes to healthcare branding and marketing, color psychology is an important part of defining and communicating your brand identity. Pink is often used to represent breast cancer awareness, while red signifies immediate danger or emergency response. Blue represents loyalty and trustworthiness, making it a popular color for many corporate logos in the healthcare space (think Blue Cross Blue Shield, United Healthcare and Aetna). But should your healthcare organization choose blue as your primary color just because it is “safe” and universally accepted? Not if you want to differentiate yourself and stand out from the crowd……