The wellness space is where people turn to better themselves. Whether it’s to manage stress, make healthier habits, or just bring more balance to their lives, there’s no shortage of wellness brands ready to lend their support.
The goal for a wellness brand’s visual identity should be to give their target audience the dose of calm they’re searching for.
If you own or operate a brand in the wellness space, here are my top five brand design tips for creating feelings of ease in your brand experience.
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1. SWAP BLACK TEXT FOR GREY
Ditch the defaults! Chances are the text in your website editor and your Canva account default to the colour black.
Swap your black defaults to a gentle grey instead. This is a subtle way to soften the visual landscape of your brand experience. A thoughtful way to create feelings of ease for your audience and improve their user experience.
2. SAY BYE-BYE TO WHITE
Here’s another default you may want to ditch if you’re in the wellness space.
Instead of using a stark white as your go-to background colour, choose an off-white or light neutral instead. Where large white backgrounds can be jarring to the eye—especially on screens—a soft neutral colour in lieu of white brings comfort and warmth to your brand experience.
This super simple brand design tip is one I use often when designing brand identities for my clients. I’ve even used it for my own brand identity, as you can see from the colour background of this very blog post.
3. USE ROUNDED CORNERS
Do you know what DOESN’T come across as gentle and soothing? Sharp corners.
If you’re a wellness brand, the easiest thing you can do right now to soften the overall look and feel of your brand is to round corners on your buttons, images, and containers. This small design choice presents a friendly, approachable brand.
Bonus Brand Design Tip: Keep this style choice in mind when selecting brand typography. Avoid fonts with sharp angles and edges and look for fonts that have gentle curves or soft corners.
4. EMBRACE WHITESPACE
Whitespace doesn’t mean literal white space. In design terms, whitespace means breathing room.
One of the biggest design mistakes I see—and is always a dead giveaway of DIY creative—is visual clutter and cramming.
To create feelings of ease in your brand experience, leave lots of empty space between text, images, and other visual elements to give the eye a place to rest.
Less is truly more!
5. AVOID VIVID OR HIGH-CONTRAST IMAGES
To maintain a cohesive visual experience for your wellness brand, one that is comforting and easeful, be intentional when curating your brand imagery.
Avoid using images with lots of saturation or high-contrast.
Instead, look for images that are low contrast or use a more subdued or neutral colour palette. Bonus points if the colours align with your own brand colours.
This one move will soften your entire brand experience and have your target audience feelings more calm when they interact with your brand.
While these brand design tips are a great tool for creating ease in your brand experience, understanding the emotional needs and desires of your unique target audience is paramount when it comes to designing your wellness brand identity. This is something we approach strategically on the branding journey to ensure your brand is attracting the right audience while distinguishing your brand from others like you.
If you’re eager to design a brand identity that represents your unique vibe, apply to become a studio client. I’d love to use brand strategy and design to shape your wellness brand in a way that broadens your impact in the wellness space.
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Jenny Henderson Studio develops memorable brand experiences and strategic brand foundations to improve recognition and revenue for service-based small businesses.
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