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As the seasons change, brands often switch up their secondary colour palettes to match the time of year and the emotions that come with it. Think holiday red and green or this past summer’s splash of lime and lavender.
You've seen big brands do it, but is it for you? Is it a savvy marketing move or just a risky break from brand consistency?
On the one hand, sticking to your core colours is crucial for brand recognition. When people see your brand, they should know it’s you instantly. Imagine if McDonald's signature red and yellow suddenly became burgundy and mustard or Starbucks swapped its green for teal. You'd be thrown off, right? Consistency builds trust and even a slight colour shift can mess with your brand’s identity and leave your audience scratching their heads.
Here's the thing—colours aren't just visuals; they’re emotional triggers. They make people feel things, which is why they're so powerful in marketing. So, when the seasons change, the way your audience feels—and how you connect with them—changes too. Take December, for example. It’s all about warmth, coziness, and holiday vibes. Adding those seasonal touches like reds, greens, or winter whites into your marketing taps into what people are already feeling. It’s about meeting them where they are emotionally.
Colour is also a language. It’s a way to communicate without saying a word. As the seasons shift, so does how people perceive and react to colours. What feels right in winter might fall flat in summer. Using colours that resonate with your audience at the right time of year can give you an edge.
The challenge is finding the sweet spot between staying true to your brand and tapping into the emotional power of seasonal colours.
The key? Moderation. You don’t have to overhaul your entire brand palette every time the leaves change. Keep your logo and main brand elements consistent, and then introduce small, thoughtful pops of seasonal colour.
Quick Tips & TLDR;
Social Media: Change up your social media game by updating your graphics and templates with the season’s colours. We recommend easing in with small touches on new colours for a couple of weeks before going all-in. This gradual approach ensures that the new addition feels like a natural shift rather than an abrupt change.
Website: Give your site a strategic seasonal touch-up. A quick swap of colours in your banners, buttons, or backgrounds can make your website feel alive and in tune with the current mood. Think of it like swapping out your throw pillows, not renovating the whole house.
Packaging & Marketing Materials: If you’ve got products, seasonal packaging is a no-brainer. If you’re service-based, think about how your marketing materials can get in on the action. Seasonal flyers, brochures, or email templates? Yes, please.
Content Creation: Use seasonal colours in your visuals, whether it’s for blog posts, videos, or Instagram carousels. It’s the digital equivalent of swapping out your throw pillows—easy, but it makes a big difference.
As autumn rolls in, think about how your brand fits into the season’s vibe. Which colours scream “fall” to you? Which ones mesh with your brand? Once you’ve got that down, decide how to weave those colours into your marketing. Maybe it’s a bold background change or just subtle touches like a model in a cozy cable knit or props that give sweater weather. These small tweaks can make a big impact without straying too far from your brand’s identity.
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