This section will look at the branding of my app, I believe especially for a project like mine the choice of colour that will be how my app is visually received, is very important. I do not want to use colours that suggest certain emotions. It is important that the colours I use suggest positivity hope and things that don’t remind the users of the past.
Something that I believe is important within a brand is the brand values, these set the foundations of the ethics of your brand, making to easier for the branding to come together and reflect what you want your brands purpose to be. I have listed the values of what I want my brand to represent.
Providing everyone with the same amount of information, nothing is hidden from one person. With transparency users can understand their emotions better and thie partners, creating a more connected and shared experience.
The app exists to help people feel less alone. Support means community, partner connection, information, grounding tools, and emotional reassurance.
Users must feel emotionally and digitally safe—whether they’re logging symptoms, joining a community, or reflecting on their loss.
This includes privacy, confidentiality, and trauma-sensitive communication.
Every interaction is gentle, understanding, and human.
Your app should feel like a warm presence that
gets it, without judgment or pressure.
As we can see below, there is a psychology to colours used, colours that suggest different things. This is something to consider when choosing your colour palette. However, soemthing else to be considered is how different cultures have different meanings, for example, the colour red below suggests strength, and adventure where in other cultures it may suggest anger or danger.
Looking at other pregnancy apps during my competitor analysis it was a common theme of pinks, purples, which is a typicall pregnancy app this would work as they suggest felinity, spirituality, calm etc. However, this app is not a typical app, this app targets couples who have experienced pregnancy loss and are pregnant again. Therefore using the more feminine colours would not work, for my app I wanted a colour scheme that suggested, hope, support, happiness, calmness etc. By completing my brand values it was so much easier on deciding the colour scheme I wanted for my app. After talking to my lecturer he suggested that I swing more towards a warmer yellow/orange tone for my app. I compleltey agreed and thought this would be perfect for my app. Below I have included some inspiration.