Choosing the Brand Colours and Fonts for Your Website
Oh, what fun it is to choose brand colours for your website. BUT! *record scratch* Choosing your brand colours and fonts isn’t about being trendy, it’s about being trusted.
And whilst a very helpful VA might have you thinking it’s just about finding a pretty colour combo, or hunting down the perfect font for your logo, we’re here to tell you there’s a little more to it. The colours and typography you choose can be the difference between someone clicking away… or clicking "book now."
You want to stand out, not stick out like a sore thumb dipped in neon pink. There’s a fine line between breaking the mould and burning retinas—your brand’s colours and fonts should be bold and believable. The goal? Recognisable, not regrettable.
Fonts and colours play a crucial role in shaping how a brand is perceived and how users interact with your brand – including your website. When chosen thoughtfully and used consistently, they strengthen brand identity, communicate key messages, and improve the overall user experience.
To make wise, scroll-stopping visual choices for your website and side-step any mental merry go round, follow these pro tips.
Step 1: Choose Your Vibe. Not Just a Colour.
Think of it like this... your brand colours are the vibe-setters of your business. They tell people how to feel before you say a single word.
Warm colours (like peach, coral, or soft gold) tend to feel inviting, nurturing, and energising.
Cool tones (hello sage, navy, slate) offer a sense of calm, credibility, and professionalism.
Neutrals? They’re the relatable aesthetic of the branding world, minimal, timeless, and easy to pair.
This isn’t about becoming a colour theorist. It’s about emotional alignment.
Ask yourself: How do I want my dream client to feel the second they land on my site?
Do you want them to feel wrapped in a warm hug? Ready to take charge of their health? Instantly relaxed, like they’ve just walked into a spa? That feeling = your colour cue.
But how many colours do you need? Our philosophy is to keep it simple. When designing your brand, you’ll likely need 2-3 prominent colours, and up to 2 supporting colours. We always include a softer black and a gentle white that matches your brand palette, because while pure #000 (black) and #fff (white) might be crisp on paper, online, they’re giving ‘ you forgot to pick a colour vibes.’ And that’s not the vibe we’re after.
Step 2: Make It Inclusive. A Quick Word on Accessibility.
Here’s what nobody tells you when you’re picking your palette: your brand colours might look fabulous on paper, but if your dream clients can’t read your website, it doesn’t matter how gorgeous your colours are. This is where accessibility comes in. Let’s explain accessibility (without the jargon):
Accessibility in web design refers to ensuring that your site is easy to navigate, simple to read, and accessible for everyone, including individuals with visual impairments.
One of the biggest culprits? Low contrast in colour combinations.
That beautiful blush pink headline on a white background might look cute on your brand moodboard, but it’s hard to read for many users.
Here’s how to make sure your colour palette is accessible:
Use a contrast checker tool (we love Coolors for this) to test how each of your brand colours interacts with each other.
Aim for a contrast ratio of at least 4.5:1 for body text, and 3:1 for larger headings (a contrast checker tool does all the hard math for you).
Avoid using colour alone to convey meaning (e.g. red = error on inputs, or green = success messages) and always pair it with text or icons.
Not only does this create a more inclusive experience (which we love), Google also gives you bonus points for ensuring your site follows accessibility guidelines.
Step 3: Lock It In With a Style Guide (Before You Build Anything!).
Stop what you’re doing and hear this: before you start designing your website (or pay someone else to), you need a style guide.
Why? Because a style guide is the secret sauce to making your site look cohesive, intentional, and high-end, not like a patchwork quilt of different Canva experiments. (Psst. We’ve created a free Canva template for you to use to create your own brand style guide. Grab it here.)
Your brand style guide should include:
Your brand colour palette. Make sure you have the hex codes for web use e.g. #F28C9C.
Chosen fonts for headings, body text, and defined button styles.
Image style. Are you going for light and airy? Dark and moody? Editorial? Lifestyle? A defined image style will keep your website looking cohesive.
Logos (in .jpg, transparent .png and .eps formats), favicon files and any custom icons, textures or graphics that define your brand.
And if you’re using one of our Squarespace 7.1 templates? You’re in luck. Every one of our templates comes with built-in style guide pages, pre-loaded with editable sections. So you can easily test, tweak, and lock in your colour themes before you start building out your site. Already have a Squarespace site and want to elevate the visuals? You can grab a standalone style guide from our shop and plug it right in.
Trust us: building your site after defining your style = less design fatigue, more consistency, and way fewer “ugh, why does this page look weird?” moments.
Step 4: Don’t Sleep on Typography. Fonts Speak, Too.
Fonts have feelings. And your website’s typography should speak the same language as your brand. Here’s the breakdown:
Serif fonts (those with the little feet) = classic, trustworthy, polished
Sans-serif fonts (clean, modern) = minimal, open, fresh
Script or handwritten fonts = feminine, creative, even edgy in some cases, but should be used sparingly (like salt, don’t overdo it).
This last one should only be used with absolute caution and only by professionals.
Decorative fonts = fonts with distinct, unique shapes and personalities. Like perfume on a love letter, just a trace, or it reeks of trying too hard.
When it comes to your fonts, keep it simple: One font for headings. One for body text. One accent font if you must. Then set it all up inside your Squarespace site’s Style panel. That way, every new page or blog post sticks to your brand guidelines without you manually adjusting text every time, and no more rogue fonts sneaking in or guessing what size H2 should be.
Consistency builds trust.
Trust builds bookings.
Does your brand use a custom font not available as one of the built-in fonts in Squarespace?
We’ll show you how to add it to your site, and the different places you’ll need to add custom code to make your custom font shine throughout your site. Access the tutorial now in Style School.
Step 5: Choose Your Brand Colours Before Your Photoshoot.
Imagine spending hundreds (or thousands) on a brand photoshoot… only to realise your outfits, props, and backgrounds clash with your website. Womp womp.
When your colour palette is locked in first, everything from your wardrobe to the location to that cute mug you’ll hold while staring straight down the camera lens can support the vibe you want your photos to communicate.
This is especially important for wellness, beauty, and fitness brands where the visual experience matters just as much as the written one.
Think: towels that match your website colours. Uniforms that align with your brand vibe. Environment and lifestyle shots that belong on your website and support your story, not slapped on as an afterthought or idea blackout. Ready to plan your brand photoshoot? Grab our free downloadable guide here.
Final Thoughts: Clarity is the Shortcut to Confidence
Here’s the truth: most people overcomplicate branding. But your website colour themes and typography don’t need to be confusing. They just need to be consistent.
When your colours and fonts work together, your brand starts speaking fluently across your site, socials, emails, and beyond. If you’re ready to make it official and lock in your brand colours, download our free brand style guide template.
Feel you need a brand realignment?
Book in for a Brand Clarity Session and gain clarity on what’s needed to nail what makes your brand magnetic. Or book a brand refresh, where we’ll create your brand guidelines and assets that are more than pretty. They’re powerful.
