Solution

Color coding

The emotional nature of the topics presented to customers requires thoughtful attention to color, as it plays an integral, if subconscious, role in a user's experience.

The Berkshire Life site uses color and color coding to support a positive emotional connection with each appropriate target audience.

Each product's color scheme, and respective emotional connotation, was carefully considered:

Business disability insurance - blue

The notion of disability resulting in an inability to provide for one's family is difficult to address. Blue is commonly known to be a soothing color and helps to comfort the user as they confront these issues. The color blue is also associated with the concept of loyalty, and as a background reflects Berkshire Life's years of service even through troubled times.

Personal disability insurance - green

Green, a common symbol of hope and growth, works well in conjunction with personal products. Green represents nature, and carries a refreshing and healing connotation appropriate for personal disability.

Insurance professionals - gold

Gold is associated with prosperity, a suitable undertone to communicate to potential insurance agents. Additionally, gold gives the business product line a clear sense of the solid foundation that Berkshire Life provides.

The color scheme planned for Berkshire Life also enhances the overall site structure and acts as a user-friendly tool to orient visitors in the site and help them easily and quickly locate the section they are interested in accessing.