Using brand accent colours correctly — here's how!
Let’s talk accent colours! You know, those pops of personality in your colour palette that make everything come alive?
They’re like the statement earrings of your brand — bold, fun and finish off the whole fit when styled the right way. But it's very easy to overdo it, leading to a chaotic, overwhelming and frankly distracting scene.
Every brand created under the TGS banner is a well-rounded palette that ensures legibility, consistency and accessibility, while keeping a little bit of spice and sassiness and a point of difference.
So, if you’ve been wondering when to use those accent colours and why, you’re in the right place. Let’s break it down so you can get it right every time.
Why accent colours are so important
First, let’s get one thing clear: your accent colours aren’t just extras. They play a vital role in adding depth and versatility to your brand. Without them, your design will feel flat, stale and will get repetitive real quick. But when used properly, accent colours help:
Draw attention, perfect for highlighting key information without yelling at your audience.
Create contrast making your designs visually dynamic while maintaining balance.
Reflect your brand’s vibe, because the colours in your palette were chosen for a reason — don’t underestimate their power to reinforce your brand’s personality.
But — and here’s the kicker — accent colours are meant to support your brand, not overshadow it. Less is always more.
Three places to use your accent colours
Your Website
Your website is your digital home and forms part of the 'consideration' funnel in your marketing. This is where your audience starts to think about your services and whether they might want to work with you — meaning you'll need to draw attention to key information.
Your accent colours should highlight what’s important — calls to action, clickable buttons or key headlines. Think of "HEY CHECK THIS OUT". For example:
Use your primary palette for your background and text.
Bring in accent colours to make buttons like "Book Now" or "Learn More" stand out.
Keep it consistent! Your audience should know what to expect as they scroll, so don’t randomly splash accents everywhere.
Pro tip: If everything is an accent, nothing stands out. Choose one or two elements per page to highlight.
Social Media
Social media is where your brand can flex a bit. This is where accent colours can shine, so that your online presence is memorable and sticks — but don’t let them steal the show.
Use accents in your graphics to draw the eye to quotes, headlines or call-to-action text.
Incorporate them in subtle ways, like borders, icons or design elements.
Avoid using all your accent colours in one post — it’s giving rainbow unicorn explosion and we’re not here for that.
Pro tip: Look at your Instagram grid as a whole. If your accent colours are dominating the feed, it’s time to scale back.
Emails
Emails are an intimate way to connect with your audience, so you want them to be visually appealing without feeling cluttered. Again, think of this as guiding your audience towards an action, so your accent colours can help:
Highlight buttons like "Shop Now" or "Sign Up."
Add personality to headers or section dividers.
Guide the reader’s eye through your email, but don’t overwhelm them.
Pro tip: Stick to one accent colour per email for a clean, cohesive look.
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The Golden Rule of Accent Colours
Repeat after me:
Accent colours are accents, not the main event.
If you’ve ever layered on the accents so much that your primary palette is lost, it’s time to rethink your strategy. Less is more because...
It keeps your brand professional: Overusing accents can feel messy and unpolished.
It maintains consistency: Your audience should recognise your brand instantly, and too many colours can muddy the waters.
It keeps your message clear: Accent colours should guide your audience, not confuse them.
Your accent colours are your secret weapon for adding life and personality to your brand. But like any good thing, they’re best used in moderation. Keep it intentional, consistent and let your primary palette do the heavy lifting.
But don’t just take it from me, here’s a few of our fave brands.
