The Psychology of Color: How To Make Your Brand Stand Out

Color has a bigger impact on marketing than most people realize. Color is the first thing that people notice
about your brand, and it has a significant impact on how they view it. Your brand will suffer regardless of
how great your logo or message is if you use the wrong colors or fail to apply sound judgement in selecting
the right colors to amplify your brand’s voice.
People’s eyes are drawn to color first, which registers in the brain before typography and/or other images.

Rockville Health Logo

Fig.1: Rockville Health Logo, 2021

Different colors elicit different emotions in the human mind, according to studies. When it comes to
developing a brand identity, smart businesses take advantage of this experience. Take a look at what your
mind perceives when you see our RH logo colors, and review the adjectives associated with delivering the
Rockville Health brand:
● Blue – logic and communication. The color blue is also associated with nature: both water and sky,
giving it a calming and peaceful effect. Blue can make your brand appear reliable and trustworthy.
Blue induces a calming effect on the body, making us feel safe and secure. For that reason, it is
seldom associated with food as studies have shown this calming effect naturally suppresses the
appetite. Brand/product examples: JP Morgan, Lowes, AT&T, American Express, HP, Ford,
Facebook, Twitter, Walmart, IBM
● Gray – timeless and neutral. Gray is a combination of black and white, and can also be seen as
boring and dull. Grays are often utilized in black-and-white versions of designs.
Were you aware of the importance and significance of color in your branding? Color can make or break
your brand. Companies have gone as far as trademarking colors that are specifically associated with their
product to protect one-off brands from devaluing it’s identity.

What does the Rockville Health “RH” brand represent for the future of
Healthcare in Maryland?

In color psychology, grey represents neutrality and balance. Its color meaning likely comes from being the
shade between white and black. Across all of the branding, you’ll see a balance between white, black and
grey used which can help maintain a clean, neutral look.


This balance is representative of the medical term “homeostasis,” which means the tendency toward a
relatively stable equilibrium between interdependent elements, especially as maintained by physiological
processes. As an example, every breath you take is a balance between pulling oxygen into your lungs and

pushing carbon dioxide out. The average adult takes somewhere around 20,000 breaths daily.

1Breath also
happens on a cellular level as the exchange of oxygen and carbon molecules. When sick, your breath may
change to increase the amount of oxygen available for healing while Rx hailing the waste of cellular
metabolism.

The balancing of positive and negative represented by our use of the color gray in the RH logo is also an
important element of your extracorporeal shockwave therapy at Rockville Health. On your side, all you
hear is a fast repetitive tapping sound as the projectile impacts a soft transmission tip. As every acoustic
wave is delivered through the ultrasound gel and into a target tissue, there is both a positive forward force
of that sound wave as well as a rebound or recovery period throughout the duration of therapy- which is
only about five minutes each session. Note the positive and negative waveform in scientific figure 2 below.

(fig.2)

The color blue is typically associated with credibility, trust, knowledge, power, professionalism, cleanliness, calm and focus. Blue is an excellent choice for medical logos because all of these values are highly regarded in the medical community. 

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