In Healthcare Advertising, is Orange is the new Blue?

Ever noticed how healthcare advertising is dominated by the same few colors? Blue, green, white, and now orange have become the go-to palettes. It started with blue and green, colors chosen for their associations with trust, calm, and nature. Think of companies like Anthem, Inc., Pfizer, and Cigna Healthcare....

As the market became saturated with these hues, some companies tried to pivot. They leaned heavily into orange and white, aiming to stand out and leverage the fact that orange is associated with health and vitality. Yet, instead of differentiation, we ended up with a new kind of uniformity. Healthcare advertising can still feel like a sea of sameness, just in slightly different shades. Companies like GSK, Dignity Health and HCA Healthcare showcase this shift, but the result still becomes landscape where everything blends together.

But herein lies the opportunity: breaking free from these overused palettes can make a brand truly stand out. A unique palette can convey innovation and a forward-thinking mindset—key traits patients look for in a healthcare provider. In an industry where everyone looks the same, being different can be a powerful advantage. A bold color palette can make marketing creative not just noticeable, but unforgettable.