In the medical sector, visual communication requires special attention. Indeed, there are important issues, advertising restrictions, and above all sensitive subjects by which the right message must be conveyed. I will talk here about the main colors used in visual communication and for what reasons to use them in the medical sector…
Blue evokes confidence, kindness and expertise. It is the flagship color of large groups and pharmaceutical companies, because it also evokes prestige.
It is a cool, reassuring and soothing color. It demonstrates an empathetic character and fuels the reputation of a competent company that listens to its patients.
Blue is also a color that works very well in adapting to all media. It is an easy color to print, because it is a primary color, and allows to create contrast on digital supports by coloring the right elements or by serving as a background according to the clarity of the blue.
White is the quintessential color of purity and soothing. It calms, it reassures, but can also be a little austere.
Some say that white is not a color, but I don’t agree at all. There is no absence of color, and the fact of leaving a “void” on a visual, therefore totally white parts, must be based on a careful choice. You have to consider the blanks, the “void” on a visual like all the other visible elements.
It is a color that is perfectly suited to the medical world, whether in the pharmaceutical, technological or even cosmetic world.
It sometimes evokes luxury, often simplicity. It is difficult to stray from at least partial use of white in a medical visual identity.
Symbol of expertise and sobriety, it is nevertheless often associated with the symbolism of death.
Like white, black is a color that requires special attention and precautions in its use. In the medical sector, it can have a very different meaning depending on the visual identity of the company.
It is a color that works well with others to create contrast. As a main color, it is difficult to justify it in the medical sector.
Combined with energy and optimism, yellow works particularly well in the advertising part of the healthcare environment.
It is a color widely used in awareness campaigns, on media such as posters or magazine pages.
However, it can perfectly suit the visual identity of a cosmetic product or a medical establishment geared towards children or athletes.
It is a color that we will generally use to get closer to our audience and build loyalty.
Symbol of urgency, attention and blood, a red used in a medical communication is very often the sign of a bias.
Associated in a humanitarian context, red holds a special place. We are not trying to reassure. We are not trying to shock either! Its use is based on a contextual balance to raise awareness of important issues and challenges.
Red is well suited for associations, emergency medical facilities and healthcare professionals who involve heart care.
Green evokes confidence, security and proximity. It is a flagship color in the medical sector.
The shades of green evoke different sensations: a more saturated green (more “fluorescent” in a way) will be a symbol of dynamism, and may perfectly suit a biotech for example, as a symbol of innovation. A weaker green can be effectively nested with a communication focused on biology and ecology, to symbolize ethical measures.
It is a color that is used very naturally in the majority of health environments.
Associated with delicacy, care and femininity, pink, like the red with which it is close, has a thoughtful bias.
Pink is generally suitable for cosmetic brands aimed at a female audience, and for medical establishments close to children. It’s a vibrant and hopeful color.
A light or pastel pink can evoke serenity, even luxury. It is a color not to be overlooked, but you have to find the right shade so that it matches your positioning.
Like yellow, orange evokes dynamism and optimism, with a little more audacity than yellow by its closeness to red.
A beautiful orange is perfectly suited to certain medical products associated with energy, or to cosmetic products associated with sport, beauty and youth.
Like red, it is a color that you must know how to use according to its positioning.
Purple evokes expertise, technology and sometimes even a little “clever” side.
Again, you have to know how to use it wisely. However, it is a color that I think works very well in a digital context, especially in the visual identity of biotech companies.
We would prefer to use purple in a positioning suitable for healthcare professionals more than for patients, because it lends itself to innovation, even to sophistication.
Fruit of the mix between the expertise of blue and the safety of green, turquoise is an essential color in the medical sector (it is also part of my identity).
It allows a closer connection with its audience than a pure blue associated with prestige. Turquoise perfectly evokes hope, energy and even empathy. Likewise, it is perfect for a biotech, because it also symbolizes innovation.
Turquoise will be perfect for companies whose forward-looking positioning is a pillar of their communication.