How to Style Your Brand using Seasonal Colour Theory


An introduction to using seasonal colour theory to create your brand visual identity – what it is and how it will help you. 

Photo of pink flowers and cactus for blog post on using seasonal colour theory, by Jane Mucklow of Picture Your Brand

Create the right impression for your business, with a brand that reflects you and stands out, by designing your brand visual identity using seasonal colour theory.


Your visual brand

Deciding on your visual branding is the fun part of creating your whole brand!  The BrandING part of your brand.  This is where you choose your brand colours, fonts, any patterns and textures, and graphics; and your brand photo style, logo and website design and more, also follow on from it.

You need to create a cohesive and consistent brand so that it all goes together to help make your brand recognisable, and memorable.  Using seasonal colour theory to do this will mean that your whole brand looks amazing, and professional, reflects you, and appeals to your ideal clients/customers.  Even when you’ve designed it all yourself.


Photo of pink tulips on a white background, by Jane Mucklow, example of a Spring season style for blog on an introduction to seasonal colour theory for brands

Seasonal colours

I first came across the idea of using the seasons as a way of dividing up colours, when I met a personal stylist at one of the first networking meetings I went to after starting my business.  She uses your skin tone to find out which colours really suit you to wear, and puts you into the relevant season bracket. 

(I’ll be writing about that in another blog at some point, but it was a huge confidence boost to find out what colours look amazing on me and I really recommend it!  We now collaborate for headshot and branding photo shoots too, so that your photos capture you looking your very best).

So when I discovered Fiona Humberstone’s work as The Brand Stylist soon after, using the same colour theory with the seasons, but also using personalities related to those seasons too, for creating brands, I was hooked on that too.  I refer to both Fiona’s books a lot, and have learnt all I can online from other brand designers using the same theory too.  (I’ve linked to her website at the end of this blog if you’d like to find out more). 


Photo of a white desktop and props, by Jane Mucklow, example of a Summer season style for blog on an introduction to seasonal colour theory for brands

The basics of seasonal colour theory for brands

The idea is in a nutshell, that each season has its own set of colours that goes with the personality of that season.  And you can use that personality for styling everything across a brand from its tone of voice to its fonts and its photography style.  And when you do that, all those different aspects of the brand are so much more cohesive and enable that brand to connect authentically with its ideal clients/customers. 

Have a look at the images of the four seasons in this page, and you can see how different they all are just from these.  Colours for each season are the same as for personal styling.  Read more about the different personalities and how that affects their colours below.   



Photo of a gift box and rose hips on a hessian background, by Jane Mucklow, example of an Autumn season style for a blog on an introduction to seasonal colour theory for brands

The seasonal personalities

Spring is bursting with energy as everything starts to grow.  The Spring personality is enthusiastic and fun, social and creative, energetic and optimistic.  Colours to represent that are warm and light and bright – Spring greens and daffodils.  

Summer is lazier and hazier than Spring.  The Summer personality is efficient and organised, logical and responsible, and loves detail, quality and style.  Colours representing that are cool and soft and muted – roses and lavender.    

Autumn is more energetic than Summer, as the harvest is fruitful and leaves begin to turn.  The Autumn personality is independent and authentic, passionate and just, friendly and loyal.  Colours are warm, darker and slightly muted – think of Autumn leaves!  

Winter is a season of sparkling snow and blue skies, contrasting with darker days.  The Winter personality is ambitious but grounded, practical and focused but also dramatic and dynamic.  Colours representing that are cool and clear and bright – monochrome plus bright pops of colour, and ice pale tones too.  


Photo of a desk and hands on a laptop plus props, by Jane Mucklow, example of a Winter season style for a blog on an introduction to seasonal colour theory for brands

Finding the right season for your brand

You are what makes your business unique, so you need to use that in your brand too so that you stand out from your competitors.  So you need to use your personality and values when it comes to deciding on which season to base your brand in, as well as what will appeal to your ideal clients/customers. 

Start with brainstorming lots of words to describe the look, feel, mood and style that you want your brand to have.  Then narrow this down to your top three words that sum it all up.

Finally, bearing these words in mind, along with your values and your ideal client/customer, take my quiz to see which season you fit into:


Photo of a mobile phone and pink flowers, title image for the What's Your Brand Style quiz by Jane Mucklow, Picture Your Brand


 You’ll need to sign up to my list to take the quiz, so that I can email you with your results, more info about each of the seasons, and tips to put your new seasonal style into practice (but you can unsubscribe at any point). 

When you’ve got your brand season, you can use its personality and colours to design your visual brand identity.  Your brand season will help you choose your fonts, patterns and textures, and to design your graphics.  It will help you with your brand tone of voice, and with your photography style. 

It will help you style your brand with flair and create something that is distinctive and unique to you.  It will look professional and stylish, but also have depth and meaning.

Use your brand style across everything you create for your business, so that every time your customer/client comes across your brand, it is all consistent and you become recognisable and memorable.  You’re building your brand awareness and attracting more of those ideal clients and customers to you.



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Photo of mobile phone, pink flowers and cactus by Jane Mucklow Picture Your Brand for Pinterest blog pin on how to style your brand using seasonal colour theory


I really hope you found this introduction to seasonal colour theory for brands as interesting and useful as I do.  Do take my quiz and let me know the result!  And enjoy using your perfect season to style your brand 🙂     

Find out more from Fiona Humberstone, The Brand Stylist’s website here, including links to her books – read How to Style Your Brand first, then Brand Brilliance. 

Read more in my next blog about how to choose your brand colours, using colour psychology as well as your season to make sure you pick the right colours for you: How to choose your brand colours using colour psychology.


I can help some more with your brand and brand photography in the following ways:


If you’d like some more detailed help with creating your visual brand, then have a look at my Styling Your Brand workbook – Available soon!

If you need to get your brand foundations in place, and get to know your brand before you take photos or have some branding photos done, then check out my Create Your Brand workbook of my 20 essential steps to creating your brand, available with or without a two hour 1:1 Brand Brainstorm. 

If you’d like to learn how to improve the photos you take yourself and how to get them on-brand, then join my next Basic to Brilliant online photography course.

And of course if you’d like some fabulous on-brand personal branding photos of you, then do let me know, or have a look at packages here: Capture Your Brand branding photos


Jane x


Fecebook group Your Brand Story cover photo, photo of Jane Mucklow


PS. Are you in my free Facebook group Your Brand Story yet?  For tips, chat and trainings on growing your brand, visibility and business, and getting better brand images.  Click the photo above to come over and join me.




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Seasonal Colour Theory for Brands

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