4 Tips To Design Your Health and Wellness Branding
We’re going to share four tips to help you design your own health and wellness branding. In any type of design, there are rules to follow. While at times they may be broken, in order to create a successful brand identity for your business, you must be aware of these design fundamentals.
Following these rules mean your business content, and identity as a whole, will be perceived as well put together and professional, which ultimately reflects the quality of your product or service to potential customers.
So, let’s dive in!
One of the most common mistakes people make in terms of design is not allowing enough empty space. This applies to everything from Instagram graphics to on our website or in marketing materials where we place a logo – it’s fundamental to give things space to breathe.
Always make sure your text isn’t almost touching the edge of the graphic or web page and that your logo has space all around it no matter what context you’re using it in.
Got an infographic that needs a lot of information on it? Make a carousel post instead of cramming everything in. Text-heavy web page? If one of your web pages needs a lot of copy, make the page longer and add that copy, with appropriate space.
It’s much better to add extra sections to your webpage than to squeeze all the information onto a short page as most likely the overload of text will put people off reading it. Make the sections digestible and not overwhelming to look at, so the person feels like reading it will not be a chore.
We’ve all picked up a thick book before and felt overwhelmed by the amount of pages. Well, it gets worse when you flick through and see the pages are full of tiny text with no breaks or white space. You’re most likely not going to pick to read that, and it’s the same with your social media content or website.
Cluttered design looks messy and this reflects on your brand. If your marketing materials or website are a mess, potential customers assume your product or service is a mess too – this judgement happens subconsciously.
Typography is art and in many cases doesn’t need to be added to. Too often, businesses add graphics or pictures into their logo which don’t stand the test of time.
Do you know what will stand the test of time? A great font.
Select a font for your logo that has enough oomph to stand alone and that will not go out of date. (Tip – these types of fonts are pretty much never free.)
There’s a reason why Google, Nike, Apple and other top brands don’t have a fancy script font as their logo. Follow that lead in your own business.
Your health and wellness branding design should include an established type suite. In this, you define which font and weight (bold, regular, light, etc.) will be used for headings, subheadings and body copy. This hierarchy is established for a reason and should stay consistent throughout everything you create.
Choose a maximum of three fonts. Remember, the weight matters, so if you decide your subheadings are Helvetica Bold, they must always be Helvetica Bold. If they are always in capital letters, they must stay that way throughout every marketing material.
The easiest way to create a type suite that works seamlessly together is to choose one typeface in various weights. For instance, Helvetica Bold for headings, Helvetica Regular for subheadings and Helvetica Light for body copy. Avoid any clashing fonts – Easy peasy!
If you want to take a bit more risk with this, avoid mixing any similar fonts and always look for a clear contrast in a type suite for your brand.
Just as we need contrast in typography, we need it in other places too.
Placing certain colours together can cause irritation for the viewer which isn’t what we want when we’re making content for our small business. Use complementary colours that don’t hurt people’s eyes so they don’t skip past. Use the Coolors Contrast Checker if you need help.
Always vary the size of your text and shapes to draw people’s attention to the most important piece of information. Plus, having various sizes in a design adds interest – if everything’s the same size, viewers don’t know where to look first.
Ask yourself, what do I want people to pay attention to? If it’s a title or a certain image, make sure that is bigger than the other information. The contrast in size becomes even more important if you don’t have a varied colour palette. If all your colours are similar, you can’t use that to grab attention, so do it using size instead.
The colour palette for your health and wellness branding needs enough variation that you can use it in any design and it will be able to do the job. In printed marketing materials, on your website, on social media, basically, these colours will be used everywhere.
Have six colours in your palette. Start with one dark colour, which can be used for text but is not black. (If you want black as a brand colour, pick an off-black rather than pure black).
If you don’t want black, use another colour from the palette and make it dark. Like a very dark green or blue, or whatever fits with your brand. This is necessary even if you want your brand to have a light and fresh feel as this dark colour will be used only for smaller elements and text, not for the background of a graphic or anything like that.
For backgrounds, select two light colours which are an off-white, so you have more than one option.
The rest in between you can play around with, to an extent. But by having a dark colour for text and two lighter background colours your palette will be versatile.
Do a bit of research around colour psychology. Every colour is associated with an emotion and this can depend on a few factors, such as our culture, our experiences or our environment.
Certain colours may have specific associations to some depending on their life experiences, but we can use universal human experiences to understand how the majority of people feel about a colour.
For instance, green signifies growth and nature as pretty much everyone has seen plants growing at some point. The same with blue being calming, because it’s the colour of the sky and water.
Take into account that certain tints and shades affect the feeling a person gets when they look at the design. In colour theory, a tint is a mixture of a colour with white, which increases lightness, while a shade is a mixture with black, which increases darkness.
Let’s take an example of a business who sells organic skin care to women. It would be better to use a lighter green as a brand colour. This will be more appealing to a female audience while also still reflecting the organic ingredients.
Go back and review your branding. Look at your colours and fonts and ask yourself if they are working for your business. If not, adapt them. Often, this means simplifying things if you haven’t worked with a professional designer.
When creating new content consider size and space. Use size to draw attention to the correct place and leave space for text and logos to breathe. The “less is more” approach is a good way to look at your business branding.
We want our audience to get it. We want them to understand what our brand is about. The design you’ve created for your health and wellness branding should help people experience certain feelings when they’re in contact with it. The more cluttered and complicated your designs are, with various fonts, colours, shapes and graphics mixed together, the more confused your audience will be.
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I’m a British-born, Spanish-based Brand Strategist & Designer. I help you build an online brand that stands out from the rest and is adored by the right people, so you can not only reach the right clients, but more of them.