For people who frequently use mobile health apps, 64% monitor physical activity, 41% monitor nutrition, 36% monitor weight, 36% monitor sleep, and 19% monitor sports performance (source).

Health apps for exercise or fitness ranked as the most common type downloaded by consumers in both surveys. Apps for general wellness, which includes nutrition, weight loss, and sleep, were the next most popular in each survey. (source)

Yet most struggle to stay consistently engaged. Apptentive found that medical apps saw a 90-day retention of 34% and an annual retention of just 16%.

The global digital health market is projected to grow from USD 180.2 billion in 2023 to USD 549.7 billion by 2028. Annual growth rate 25%. (source).

Seems like many more designers will be designing for health soon!

What if the health app design could be the difference between another abandoned health tracker and a user’s trusted health partner?

In this article, I will dive into different brand styles used by top healthcare apps. From the playful cartoon-like interfaces to the laser-focused dashboards — let’s get started!

Friendly pal

Picture your ideal user: they’re probably scrolling through their phone, feeling a bit overwhelmed by health stuff, and desperately wanting someone (or something) to make it all feel less scary.

Think of this style as having a cheerful buddy who makes health tracking feel like a fun game. Your app becomes that friend who gives you a high-five for drinking water or taking 1000 steps.

The key is creating an experience that feels safe, encouraging, and almost magical. Use playful illustrations, simple language, and interactions that feel like a warm hug. But be careful — too childish might make your app look unprofessional. Balance is everything.

Illustrations that feel like a warm hug

• Soft, rounded characters. Possibly, even cartoon-like figures.

• Pastel color palettes. Gentle blues, soft pinks, warm yellows.

• Playful mascots. Cute characters that make tracking feel less clinical.

• Minimal, friendly iconography. Simple icons that feel more like friendly emojis than medical symbols.

If your app’s illustrations make someone smile instead of feeling stressed, you’re doing something right.

ahead app

Messaging

Your app’s words are its personality. You want to sound like that brilliant friend who knows a ton about health but would never make you feel small. Think conversational, encouraging, and just a touch playful.

Instead of “Hydration level: 62%”, try “You’re totally rocking your water goals today!” It’s the difference between a boring lecture and a high-five from a supportive buddy:

• “Your body’s doing amazing things today” (instead of clinical stats)

• “Let’s understand what’s happening together” (collaborative tone)

• “Small steps, big impact” (motivational yet professional)

This design style feels human. Design that makes health tracking feel less like a chore and more like something you actually want to do.

Examples

1. Cartoon-like app

Ahead

ahead is a great example of a pal-like application that supports you in a gentle way, cheers you up, and makes you feel a bit like you are a part of a cartoon. Style is lightweight, almost childish at times, copy is simple, bright, and easy to scan.

Foodvisor app

ahead’s approach to branding:

• Lightweight, almost childish design

• Simple, bright graphics that are easy to scan

• Illustrations that feel like they’re from a gentle cartoon world

• Copy that reads like a supportive friend’s text message

2. Pastel illustrations and tender photos

Flo

Period tracking apps like Flo nail this — they transform potentially stressful health monitoring into a colorful, approachable journey. Young users especially love this style because it feels less like a medical checkup and more like a supportive conversation.

Flo app

Flo’s approach to branding:

• Uses soft, watercolor-style illustrations

• Cartoon characters that look like friendly companions

• Color palette that feels warm and inviting

• Graphics that make period tracking feel like a supportive conversation

Does it create an atmosphere of authority? Not really, tho it certainly makes you feel understood, at home, and calm.

Psychological Magic 🧠

The friendly approach works because it:

• Reduces anxiety about health tracking;

• Makes potentially scary health topics feel approachable;

• Creates a sense of safety and support;

• Transforms monitoring into a fun, almost game-like experience.

The key is to avoid the kindergarten trap. Your illustrations need to whisper “I’m professional” while shouting “I’m here to support you!” It’s like dressing smart-casual for the health tech world — polished, but not stuffy.

Trust isn’t built through boring medical charts. It’s built through a blend of expertise and empathy. Your app should be that friend who knows exactly what to say — part cheerleader, part health guru.

Listen up, my friend! or the authoritative trainer style

Picture the kind of user who lives and breathes performance. They’re not scrolling through their phone looking for a pat on the back. They want a digital drill sergeant who takes health tracking seriously.

This style is all about ruthless efficiency. Imagine an app that feels like a no-nonsense coach who’s laser-focused on your goals. It’s not here to be your friend. It’s here to push you to your absolute limit.

The design philosophy is simple: less fluff, more facts. Every screen, every interaction screams discipline and progress. Think of it like a professional performance contract between you and your health.

What about a friendly cute approach?

This style minimizes illustrations and focuses on essentials.

Messaging

Messaging cuts straight to the point. No fluffy motivational speeches here. It’s like the difference between a supportive friend and a professional coach who knows exactly what you’re capable of.

The best compliment you may receive is “Good work!” even if you hit out of park. It is natural to feel a bit oppressed by the app yet it achieves its goal and keeps you on track.

Sometimes a senior has to set the rules and make sure they are followed. It might feel slightly intimidating yet you feel like it’s worth it and even respect this tone to push yourself further. It’s an amazing choice for data-heavy apps for pro users who need a strict trainer or a teacher to help them progress.

Illustrations

Forget cute cartoon characters — we’re talking designs that look like they stepped out of a high-tech control room. Think angular shapes, deep colors that scream “I mean business,” and interfaces that feel more like a fighter pilot’s dashboard than a health app.

1. Health dashboard, dark mode

Whoop

Whoop is such a trainer who ruthlessly pushes you to achieve your goals.

Whoop app

It is the rockstar of this design approach. This isn’t just an app — it’s a performance-tracking machine designed for serious athletes. Every single design element screams “professional athletes only.” Imagine an interface that looks like it was created to analyze an Olympic athlete’s every move.

2. Professional and data-heavy yet friendly

Apple Health and Zoe Health

Apple Health walks a similar path — clean, precise, zero unnecessary decorations. It’s the Switzerland of health apps: neutral, professional, and laser-focused on delivering exactly what you need.

Zoe is a great example: she (can I call an app she?) cheers you up when needed tho it’s quite neutral and will not celebrate your wins with whistles and animations.

Zoe app

Who loves this approach?

Professional athletes, fitness enthusiasts, and highly motivated users love this style. The communication feels like a serious commitment, almost like a contract between the app and the user.

These users don’t want a cheerleader. They want a detailed, no-nonsense performance report. Every interaction screams discipline, progress, and personal excellence.

Psychological Magic 🧠

In short, this design style is based on 3 pillars:

• Data is king

• More technical and serious language wins

• Interfaces should look like professional dashboards

• Measurable outcomes are everything

Trust is built through precision, relentless tracking, and an unwavering commitment to performance.

This isn’t just an app. It’s a performance optimization tool for humans who treat their health like a high-stakes mission.

The balanced authority approach

Let’s talk about the balanced, supportive branding style that’s taking over health apps — think of it like that friend who’s always got your back, but won’t sugarcoat things. Not too soft, not too harsh.

This one will include some guidance on your health journey but at the same time plenty of emotional support.

Balanced authority and friendliness.

Clean interfaces, neutral language, and contextual support create an experience that feels trustworthy and human.

Meditopia app

Graphics

Soft, muted tones such as gentle greens, blues, and whites create a calm and inviting atmosphere. Instead of overloading users with flashy animations, it uses clean, intentional layouts that make navigation effortless.

Messaging

The tone is conversational but not overly casual. It’s about being approachable without losing authority.

“You’ve made great progress today. Let’s keep it up together!”

It makes health tracking feel less like a chore and more like a collaborative journey. You’re not alone, but you’re also not being dragged along. It’s support with breathing room and guidance with respect.

It’s conversational without being too casual. A gentle “You’ve made great progress today — let’s keep going together!” works far better than something overly enthusiastic or formal.

Lifesum, Insight Timer, and Meditopia just like many if not most apps on the market also use neutral communication styles.

They speak to you like a wise friend who’s genuinely invested in your wellness journey. No drill sergeant vibes, no cutesy animations — just honest, straightforward support. When you complete a meditation or hit a health goal, the response is a calm “Well done” rather than a confetti explosion.

1. A touch of color

Lifesum

Lifesum nails this communication approach. Their design feels like a smart supportive mentor who’s just chill enough to make you feel comfortable, but professional enough to keep you on track.

Soft color palettes — think gentle greens, calm blues, and crisp whites — create this sense of peaceful guidance. Their graphics feel modern and approachable. No crazy animations or overly complex designs.

Lifesum app

2. Clean and functional

Insight Timer

Insight Timer follows a similar philosophy. They create an experience that feels trustworthy, like a reliable friend who happens to know a ton about health and wellness.

Their branding screams “peaceful professional” — clean lines, soft blues and greens, and graphics that look like they’ve been designed by a mindful graphic designer who probably does yoga every morning. Nothing feels forced or overly cutesy. Instead, it’s all about creating a sense of serene guidance.

Insight Timer app

Psychological Magic 🧠

The neutral style works because it creates an environment that feels trustworthy, cal,m and reassuring.

When to Choose This Style?

Opt for the neutral style if:

1. Your audience values professionalism but dislikes a clinical or overly strict tone.

2. You aim to make health tracking feel approachable while maintaining authority.

3. You want to create a universal appeal that works for diverse user groups.

Wrap up

Which style is the right one for you?

Is there the right decision? — I will ask in return.

Just as there is no perfect friend, there is no perfect choice. Depending on the goals and the target market feedback, I would choose the communications style that will help create a brand and capitalize on it for the further gains of the company.

By and large, as long the chosen style is effective in retaining users, keeping them engaged during the sessions, and getting you some free social media coverage (ideally), it’s the right one.