Natural

Sage

Sage is a muted green on warm off-white with rounded type throughout. It is the calmest design here, and calm is a genuinely hard thing to get right: a shade too far and it turns clinical, a shade back and it turns twee.

Who it suits

• Therapy, coaching, wellbeing and care work
• Independent health practitioners
• Anyone whose first job is to lower someone shoulders

What to pair with it

A soft, warmly lit photograph. Hard studio lighting undoes the effect immediately.

When to pick something else

You are competing on expertise rather than trust. Calm can read as unhurried, and unhurried can read as unbusy.