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Deciphering Color’s Subtle Language in the Dental Office by Dr. Maggie Augustyn, FAAIP, FICOI

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Categories: Office Design;
Deciphering Color’s Subtle Language in the Dental Office 

Effectively harness the power of color when rebranding your practice

by Dr. Maggie Augustyn, FAAIP, FICOI

Like many other dentists, I've been captivated by color and, by extension, the realm of art itself. My 20s were dedicated to an in-depth study of the great masters and the rich history of art. I spent countless hours wandering through museums, seeking to decode the legacy left by artists. I believed I held a profound understanding of color. Despite my decades of study, it was only recently that I truly grasped the immense sway color holds over our lives. Regan Robertson, the chief communication officer of Productive Dentist Academy and a fervent admirer of color herself, worked with me on the rebranding of my practice, Happy Tooth. We embarked on a deep exploration to understand and ultimately select new colors for our revitalized logo and office environment.
Deciphering Color’s Subtle Language in the Dental Office
Logo before
Deciphering Color’s Subtle Language in the Dental Office
Logo after


The implications of color extend beyond what meets the eye: "In the animal kingdom the ability to perceive colors evolved independently several times over the course of millennia. This implies a high evolutionary neural investment and suggests that color vision provides some fundamental biological benefits.”1 Hence, the selection of a color for a logo transcends mere aesthetic preference of the business owner, employees or clientele. A misstep in this choice could significantly affect not just the prosperity of a dental practice but also our overall well-being.


The importance of color
Color acts as more than a facet of visual perception, despite half of our brain being dedicated to directly taking in visual cues.2 The mere glance at a shade can evoke memories, stir emotions and influence our decisions in ways both profound and subtle. The Institute of Color Research has reported that people make a subconscious decision about a product within 90 seconds of its viewing, and between 62% and 90% of that decision is based on color alone. Brand awareness is increased with color by 80%.3 This psychological and emotional resonance is what brands leverage, transforming mere logos into icons of trust, desire, and loyalty. Imagine a world devoid of the vibrant red of Coca-Cola or the serene blue of Tiffany & Co. Color, thus, is not just perceived but experienced.

Pantone stands as the unparalleled authority, a guiding star in the vast universe of color. The iconic Pantone swatch book transcends geographical and linguistic barriers, allowing for the precise communication of hues in a world where the subtleties of color defy direct capture by the lens of a camera or the algorithms of digital analysis.

This truth resonates deeply within dentistry, echoing challenges similar to those encountered in the quest of matching a patient’s central incisor crown to its natural neighbor. In dental practices, the complexity of color often finds itself front and center to many clinical decisions. Literature on its importance date back to the 1930s.4

Color is complex, more than we to give it credit. We often prioritize data over emotions, and for that same reason, in our dental offices we’re stuck in the engineering stage. We give far more attention to function as opposed to feeling, and that decision can cost us when our office brand looks incohesive and unbalanced.

Colors communicate some basic messages, as outlined below.5 As a caveat, it is also important to realize that color can be contextual to culture, and what we find to be relevant on this side of the globe may not be the same as our neighbors thousands of miles in either direction.6


A spectrum of choices
Red7 whispers of urgency and demands to be acknowledged with an immediacy that can elevate our heart rate and raise our blood pressure.8  Consider the unyielding presence of a stop sign; red invokes an unmistakable importance, signaling not just caution but a call to action. Beyond its imperative nature, red is the hue of fiery passion and daring boldness. To adorn a brand with red is to infuse it with vitality and offer an invitation for the consumer to step into a realm of immediate engagement and fearless decision making.9

Green is testament to nature's profound capacity to heal and harmonize.10 Scientific studies have revealed astonishing power of green spaces, which enhance our psychological well-being and invigorate our spirit.11 Yet, green is a paradox, embodying peace and vitality alongside the shadows of envy and passivity. Disney's ingenious “Go Away Green”12 plays a pivotal role in redirecting the viewer's gaze, subtly guiding it away from the mundane toward the magical, making the ordinary fade into the backdrop of wonder.

Blue is the color most embraced by logos and brands,13 a visual anchor that promises reliability, wisdom and serenity in a constantly shifting marketplace.14 However, blue can at times appear overly passive, embodying a conservatism that may stifle innovation; in this duality lies its profound power to offer balance and tranquility while simultaneously challenging us to engage with the depth and breadth of its cold, expansive mystery.15

Yellow radiates warmth and vitality;16 it stands for joy and creativity, optimism and intellect. Yet within its bright embrace lies a complexity that oscillates between the heights of happiness and the shadows of less favorable sentiments, including caution and frailty.17 Yellow commands a special place in the fast-food industry, where giants such as McDonald's and Burger King harness its energy in their logos to tap into its association with hunger and taste stimulation.

Orange exudes an inviting warmth, suggestive of a crisp autumn day.18 In the commercial realm, orange’s boldness is both an invitation and a proclamation. Its presence can signify adventure and affordability, creativity and accessibility, drawing the eye with a promise of innovation and warmth. But this promise has a double edge—one intimating a sense of superficiality or suggesting a lowering of value, and the other being associated with the height of luxury, a la Hermès.

Pink,19 the quintessential color of love and femininity, encapsulates the dual nature of hope and healing, embodying the resilience of the human spirit in the face of adversity. The symbolism of pink in the crusade against breast cancer amplifies its connotations of health, recovery and the universal desire for a cure. Yet pink also carries the weight of societal perceptions—impressions of immaturity, childishness, and a diminished sense of self-worth.

Purple20 binds the tangible with mystical, urging a contemplation of the universe's vast mysteries. It’s associated with wisdom, spirituality and creativity, offers solace, and encourages a pilgrimage into the soul, stimulating self-discovery. Purple can also be assigned as meaning grand and extravagant, owing to its historical significance and frequent use among royalty.21

Black22 encapsulates far more than the absence of color. The mere act of painting a house’s front door black increases its value,23 an example of its implied link to sophistication, wealth and elegance.24 Black also resonates with the heavier aspects of human experience—grief, loss and the unknown, evoking a reflective consideration of life's impermanence and the mysteries that lie beyond.

Gray,25 the intermediary between black's profound determination and white's pristine innocence,26 articulates a narrative of neutrality and balance. It mirrors back to us our aspirations and shadow of our limitations. It is a stoic calm amidst storms, of resilience in the face of ambiguity.


Applied knowledge
In the quest to redefine Happy Tooth, it became apparent that the essence of our identity could not be distilled through a simplistic lens. I was confronted with the complexity of selecting a color scheme that resonated with the practice’s vibrant, energetic reputation.

Given our office's lively atmosphere, characterized by laughter and high spirits, traditional hues like navy or light blue starkly contrasted with the ambiance we sought to perpetuate; thus, we chose something in the middle. The task at hand was to select a color palette that not only mirrored our vivacious cultural identity but also performed harmoniously within the physical confines of our space, taking into account the natural lighting, spatial dimensions and materials present.
Deciphering Color’s Subtle Language in the Dental Office
Office before
Deciphering Color’s Subtle Language in the Dental Office
Waiting room before
Deciphering Color’s Subtle Language in the Dental Office
Office after
Deciphering Color’s Subtle Language in the Dental Office
Waiting room after


The new color scheme truly embodies the spirit of Happy Tooth, balancing professional excellence and patient care with an inviting, warm ambiance that beckons joy and health. And patients agree, as one of our recent Google reviews suggests.
Deciphering Color’s Subtle Language in the Dental Office



Conclusion
Color, in its endless variety, does more than fill our world with beauty; it imbues our lives with meaning, acting as the palette with which we paint our personal and collective memories. It underscores the need to surround ourselves with hues that align with our spirit and create environments that nurture our well-being and fuel our creativity.27

Thus, to understand the essence of color is to unlock a deeper understanding of ourselves and the world around us, reminding us that every shade and tint we encounter is a chapter in the unwritten book of the soul. So, the next time you pause to admire a sunset or notice the gentle play of light on your bedroom walls, remember that color is more than what meets the eye. Celebrate color in all its wonder and embrace the transformation it brings into our lives. Let us be like a blank canvas awaiting the artist's brush, open to new experiences and willing to welcome the vibrancy that color offers. In doing so, we become more than observers; we become creators and curators of our own unique masterpieces—the story of our lives.

References
1. Pinna B, Reeves A. “On the Purposes of Color for Living Beings: Toward a Theory of Color Organization.” Psychol Res. 2015 Jan; 79(1):64–82.
2. Romih T. “Humans Are Visual Creatures.”
3. Singh S. “Impact of Color on Marketing.” Management Decision, 2006; 44(6):783–789.
4. “The Psychology of Color.” Dent Assist (1931). 1969 Jul; 38(7):21–2.
5. Tham DSY, Sowden PT, Grandison A, Franklin A, Lee AKW, Ng M, Park J, Pang W, Zhao J. “A Systematic Investigation of Conceptual Color Associations.” J Exp Psychol Gen. 2020 Jul; 149(7):1311–1332.
6. Lindsey DT, Brown AM, Lange R. “Testing the Cross-Cultural Generality of Hering's Theory of Color Appearance.” Cogn Sci. 2020 Nov; 44(11):e12907.
7. Von Braam, H. “Red Color Psychology and Meaning.”
8. Augustin S. “The Color Red!”
9. Respicio A. “The Psychology of Design: The Color Red in Marketing & Branding.”
10. Von Braam, H. “Green Color Psychology and Meaning.”
11. Briki W, Majed L. “Adaptive Effects of Seeing Green Environment on Psychophysiological Parameters When Walking or Running.” Front Psychol. 2019 Feb 12; 10:252.
12. “Go Away Green.”
13. Miller MK. “How To Choose The Right Color For Your Logo: The Ultimate Cheat Sheet.”
14. Wan J, Zhou Y, Li Y, Su Y, Cao Y, Zhang L, Ying L, Deng W. “Research on Color Space Perceptions and Restorative Effects of Blue Space Based on Color Psychology: Examination of the Yijie District of Dujiangyan City as an Example.” Int J Environ Res Public Health. 2020 Apr 30; 17(9):3137.
15. “The Psychology of Color.” Exp Psychol Gen,1994 Dec; 123(4):394–409.
16. Augustin S. “The Surprising Effect of Color on Your Mind and Mood.”
17. Augustin S. “The Color Advantage.”
18. Von Braam H. “Orange Color Psychology and Meaning.”
19. Von Braam H. “Purple Color Psychology and Meaning.”
20. Von Braam H. “Pink Color Psychology and Meaning.”
21. Eiseman L. The Color Answer Book From the World’s Leading Color Expert. page 36
22.von Braam H. “Black Color Psychology and Meaning.”
23. Slack M. “Painting Your Front Door This Color Could Add $6,500 to Your House Value—Say Experts.”
24. Ciotti G. “Color Psychology: How Colors Influence the Mind.”
25. Von Braam H. “Gray Color Psychology and Meaning.”
26. Von Braam H. “White Color Psychology and Meaning.”
27. Lubos L. “The role of colors in stress reduction.” Liceo Journal of Higher Education Research 2012; 5.

Author Bio
Dr. Maggie Augustyn, FAAIP, FICOI Dr. Maggie Augustyn, FAAIP, FICOI, is a practicing general dentist, the owner of Happy Tooth, and an author and inspirational speaker. Augustyn is a fellow of the International Congress of Oral Implantologists and the American Academy of Implant Prosthodontists. She has also been featured on various podcasts and lectures nationally, teaching how to create a well-balanced initiative toward leading a fulfilling life as multidimensional humans.
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