SelectHealth loves green. And they should. Green is a major part of their brand and is an important visual differentiator between them and their competitors. But green had overstepped it’s bounds. When a color is overused, it loses meaning. And without meaning, color becomes decorative without being functional. Color without function is not living up to its potential We understand that it isn’t easy being green, so we wanted to help. We stepped in, embraced SelectHealth green, and started to give it an identity. New interfaces no longer use green all willy nilly. Green has become the hero color, and the guiding companion to the user. Green is used for primary calls-to-action, and is only used for buttons that represent the user’s primary objective. We found that when green was used sparingly, it became more beautiful and useful.
Orange already existed as a SelectHealth web color, but needed to be tamed to fulfill it’s spicy destiny. Orange, in all of it’s loud and warm glory, became the error-indicating color for the website. As the Tobasco sauce of the interface, a little bit has proven to go a very long way. Prudent use of orange gave the site a consistently helpful and calm feel, and allowed errors to be easy to identify and resolve.
SelectHealth green would not have been able to become so important were it not for the integration of blue. While SelectHealth already had a well-defined brand color palette, it was apparent that it was created specifically with print purposes in mind. Web interfaces often warrant a palette extension to help provide clues and insights to users, so blue was welcomed into the SelectHealth user experience as a guiding tool for hyperlinks. Now it is easier than ever for users to anticipate what they can click on, and what clicking on blue will do.