Marketing That Feels Good
18 Psychology Principles for Wellness, Health & Purpose-Led Brands
Marketing That Feels Good
Published: 19 April 2025
Let’s be honest — modern marketing can feel like a blur of buzzwords, clickbait, and recycled content. It’s noisy out there. But behind the best campaigns? There’s an understanding of how people actually think, feel, and behave.
Whether you’re a wellness founder, creative strategist, or health professional, using behavioural psychology in marketing helps you cut through that noise. You can build trust, drive action, and create content that feels good to your audience — because it’s based on how humans work.
This guide brings together 18 evidence-based behavioural principles you can use to create clear, kind, and compelling communications — especially in health, wellbeing, and purpose-driven spaces.
1. Loss Aversion - We’re more motivated to avoid loss than we are to gain.
Origin: Kahneman & Tversky, 1979 (Prospect Theory)
Think about how powerful the phrase “Don’t miss out” feels — that’s loss aversion in action. We're wired to react more strongly to the idea of losing something than gaining it.
Example: “Last chance to join,” “Only 3 spots left,” or early bird discounts that expire soon.
Tip: Use this with care. Be honest about what’s at stake — don't manufacture scarcity. In health communications, this might look like: “Skipping your check-up today could mean missing signs tomorrow.”
2. Social Proof - We look to others when we’re unsure.
Origin: Robert Cialdini, 1984
Social proof builds trust and reduces decision fatigue. We’re influenced by what others are doing — especially in new or uncertain situations.
Example: Reviews, testimonials, “Join 3,000+ subscribers,” or user stories from similar people.
Tip: Highlight peer endorsements for credibility — particularly powerful in wellness and lifestyle marketing where trust is key.
3. Authority Bias - We trust experts.
Origin: Stanley Milgram (1960s); expanded by Cialdini
In health and wellness, credentials matter. Authority bias means people are more likely to believe those with perceived expertise or titles.
Example: “Developed by NHS-trained clinicians,” “Backed by registered dietitians.”
Tip: Feature qualifications, years of experience, or industry recognition. If you’re a solo founder, your story is your authority — use it.
4. Affect - Emotion influences action.
When people feel good, they’re more receptive. Emotion is at the heart of most decisions — even those we think are rational.
Example: Calm imagery, gentle animations, inspiring language, uplifting messages.
Tip: Design experiences that feel reassuring and warm — particularly important in mental health, chronic illness, or maternity content.
5. Managing Expectations - We’re more likely to follow through if we know what’s coming.
Nobody likes surprises (unless it’s a puppy). Clear expectations build trust and reduce anxiety.
Example: “This takes just 2 minutes,” “You'll receive your results within 24 hours.”
Tip: Use onboarding flows or timelines to reduce overwhelm. A great tactic for service-based businesses and digital health tools.
6. Visual Hierarchy - Design influences what people notice first.
The order, size, colour, and spacing of elements shapes how people absorb content. Visual hierarchy guides attention — and can subtly direct behaviour.
Example: Big, bold CTA buttons; clear headings; standout stats or quotes.
Tip: Keep one clear message per screen or section. Use whitespace generously. Visual accessibility = emotional ease.
7. Framing -The way something is presented changes how we respond.
“95% fat-free” sounds better than “5% fat.” That’s the power of framing.
Example: Frame actions as positive outcomes. Instead of “Don’t skip your workout,” try “Feel energised with just 10 minutes of movement.”
Tip: For health brands, focus on gains, not guilt. Inspire, don’t shame.
8. Empathy Gap - We underestimate how emotions affect future decisions.
People often overestimate their willpower or underestimate stress. In wellness, this shows up when people plan to make a big change — and then life gets in the way.
Example: Gentle reminders like “We know life gets busy. Pick up where you left off anytime.”
Tip: Build in forgiveness, flexibility, and encouragement — not pressure.
9. Ambiguity Aversion - We avoid uncertainty.
People prefer known outcomes — even if they’re not ideal — over ambiguity.
Example: “100% organic,” “Backed by science,” “You’ll receive this weekly.”
Tip: Be clear about process, pricing, and results. In health marketing, vagueness = mistrust.
10. Operational Transparency - People value things more when they see what goes on behind the scenes.
Showing your process, even briefly, increases perceived value and trust.
Example: A founder’s note, behind-the-scenes images, or “Here’s how your supplement is made.”
Tip: Transparency doesn’t mean oversharing — it means opening a window. A great tool for ethical brands and solo practitioners.
11. Saliency - What stands out, sticks.
People notice what’s visually and emotionally salient.
Example: Bright buttons, bold stats, relatable headlines.
Tip: Use contrast and repetition to highlight key information. Don’t bury the important stuff.
12. Reciprocity - When people receive something, they’re more likely to give back.
Free value creates goodwill and often, conversion.
Example: A useful lead magnet, “thank you” discount, or kind follow-up message.
Tip: Don’t overdo it. The gift should feel genuine, not like bait.
13. Goal Gradient Effect - We try harder the closer we are to a goal.
People are more motivated when they can see the finish line.
Example: Progress bars, checklists, loyalty rewards, “You’re 80% there.”
Tip: In course platforms or digital health apps, this boosts completion rates.
14. Processing Fluency - We like things that are easy to understand.
The simpler the message, the more trustworthy it feels. Cognitive ease builds confidence.
Example: Short sentences, clear structure, plain language.
Tip: Read your copy out loud — if it trips you up, rewrite it.
15. Priming - Subtle cues shape behaviour.
Small sensory details influence how we feel and act — often without us realising.
Example: Clean design in a mental health app = calm. Earthy tones in a nutrition brand = natural, grounded.
Tip: Align visuals with the feeling you want to evoke.
16. Anchoring - We judge new info based on the first thing we see.
The initial reference point matters — a lot.
Example: Showing your premium price first makes mid-tier options feel more affordable.
Tip: Use anchors intentionally in pricing pages, service menus, or proposals.
17. Positive Reinforcement - Rewarding actions encourages repeat behaviour.
A little encouragement goes a long way.
Example: “You did it! Here’s what’s next.” Or: badges, celebration screens, bonus tips.
Tip: Especially useful in fitness, therapy, and coaching platforms.
18. Positive Friction - Sometimes a pause is a good thing.
Adding a step can help people reflect before acting — particularly with big decisions.
Example: “Are you sure you want to cancel?” or “This change can’t be undone.”
Tip: Use sparingly. Great for preventing mistakes or promoting mindful decisions.
In Summary
This guide isn’t about persuasion for persuasion’s sake. It’s about clarity, care, and connection. When you understand how people think, you can communicate with more ease, more empathy, and more impact — especially in health, wellbeing, and purpose-driven spaces.
