Fiona Humberstone on How to Tell a Brand’s Story with Color
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Fiona Humberstone, brand stylist and author of How to Style Your Brand, is known for creating brands and sites that clients approve on the first try. She’s also an expert in all things color; namely, how to tell a brand’s story with color to shape impactful web designs.
Fiona joined Sam Zelitch, Senior Community Events Manager, and Sarah Greisdorf, Channel Partner Program Team Lead, on June 2025’s Circle Live episode.
“Resonance, for me, is a feeling in my body of what this brand needs to feel like in order for it to meet its commercial objectives.”
Resonance was the central theme tying together Fiona’s insights. As a brand designer, she works closely with each client to establish a connection between their brand and their true identity. With this foundation in mind, Fiona can begin the delicate, subjective work of choosing her client’s brand colors.
In the discussion, Fiona details this process and more:
How to work closely with clients to uncover recurring, meaningful business themes
Ways to handle clients unclear about their site or business goals
The feelings and seasonal personalities associated with different colors, fonts, and other design elements
How guiding a client to resonance can help attract new, higher-paying clients
How to use colors and color psychology as springboards for sites that communicate at a commercial level
“What I love about color psychology is it allows me to bring this level of objectivity to something that’s so subjective.”
Want more?
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