The Psychology of Seasonal Website Updates: Why I Chose Deep Aubergine.
A Fresh Season, A Fresh Look
There’s something about a seasonal shift that makes us crave a reset. Just like swapping your wardrobe from light summer linens to cozy knits, your website can benefit from a seasonal refresh.
This autumn/winter, I gave my own brand, Bright Horizon Creative, a colour update. Out went the softer refined cocoa, and in came deep aubergine (#403858) — paired with cream, white, antique gold, and charcoal.
Why? Because seasonal updates aren’t just about looking pretty. They signal that your business is active, they keep your brand in tune with your audience, and they tap into the powerful psychology of colour.
Let’s explore why seasonal updates matter, the psychology behind my palette, and how you can make small tweaks to keep your website feeling fresh all year long.
Why Seasonal Updates Matter
1. They Show You’re Active and Engaged
A stale website can make a business look… asleep. Visitors notice when your portfolio hasn’t been touched in months, or your blog stopped at last summer. Seasonal updates — even small ones — tell your audience: I’m here, I’m paying attention, and I’m engaged.
2. They Keep Your Brand in Tune with Your Audience
Your clients move with the seasons. Think about how their mood shifts in January compared to July. A site that feels connected to the time of year feels more relevant and relatable.
3. They Care for the Details (and Clients Notice)
Details create trust. When someone lands on your site and sees thoughtful touches — colours, imagery, or copy that feels current — they think: If this business cares about the little things, they’ll care about me too.
4. They Refresh Without Reinvention
You don’t need to rebuild your whole site. Small tweaks (a new accent colour, updated photography, a seasonal headline) give freshness without pressure.
👉 In short: seasonal updates keep your website feeling alive.
My Autumn/Winter Palette: Why I Chose Deep Aubergine
When I looked at my brand heading into autumn/winter, I wanted a palette that felt more editorial, grounded, and luxurious. Cocoa had served me well, but it carried a softer, warmer energy that didn’t quite fit where I wanted to take BHC.
Here’s the palette I introduced instead:
Deep Aubergine (#403858) — Regal, creative, and bold. This became the anchor shade.
Antique Gold (#C2B280) — Adds elegance and warmth without being flashy.
Cream (#FAF9F6) & White (#F3F3EB) — Lighten the palette and give breathing room.
Charcoal (#2F2D2A) — Provides contrast and structure, grounding the design.
Together, these colours created a palette that feels luxurious yet approachable — exactly the balance I wanted for my brand this season.
The Psychology of Colour in Website Design
Colour psychology isn’t “design fluff.” It’s science-meets-emotion. The colours you use on your site trigger immediate feelings in your visitors — often before they’ve read a single word.
Here’s what my palette communicates:
Aubergine (purple family) → luxury, creativity, authority, spirituality. Deep tones like aubergine suggest sophistication.
Gold → prestige, elegance, quality. Used sparingly, it elevates without overwhelming.
Cream/White → clarity, openness, simplicity. Essential for readability and balance.
Charcoal → strength, seriousness, and contrast. Less harsh than black but still authoritative.
And here’s why colour shifts matter seasonally:
Spring often works well with fresh pastels, greens, and softer hues — signalling growth and new beginnings.
Summer pairs well with brighter, energetic colours — lively, confident, and expansive.
Autumn leans into warmth and richness — auburns, deep purples, earthy tones that feel grounding.
Winter often thrives with contrasts — deep jewel tones, crisp whites, metallics that feel striking and bold.
When you shift your palette seasonally, you’re aligning your website with the emotional landscape of your audience.
Seasonal Refresh Ideas (Beyond Colour)
Not ready to swap your palette? There are plenty of small tweaks you can make:
1. Update Your Imagery
Swap out sunny outdoor shots for cozy interiors, warm textures, or moody landscapes. Imagery sets the tone instantly.
2. Adjust Your Copy Tone
Summer copy might be energetic and bright (“Get started today!”). Winter copy can lean reflective and thoughtful (“Plan with confidence for the year ahead”).
3. Rotate Portfolio Highlights
Feature your most recent work. Even reshuffling the order makes your site feel alive.
4. Refresh Your CTAs
Calls-to-action can be seasonal too:
“Book my spring refresh”
“Plan ahead for summer”
“Secure mydate before the new year”
5. Add a Seasonal Blog Post (Like This One!)
Share the thinking behind your updates. Not only does it show transparency, it also doubles as content that’s great for GEO.
A Simple Seasonal Website Refresh Checklist
Here’s a quick process you can follow each season (spring, summer, autumn, winter):
Review Your Palette
– Do your colours still feel right? Could you shift the accent tone?Update One Key Visual
– Hero image, background graphic, or featured gallery.Check Your Copy
– Does your tone match the season? (Fresh, bold, reflective, etc.)Show Recent Work
– Add new testimonials, projects, or case studies.Update Your CTA
– Tie it into the season or upcoming events.Check Your Blog/Articles
– Can you refresh or republish something relevant?Test Across Devices
– Make sure your updates look sharp on desktop, tablet, and mobile.
This whole process can take less than an hour — and it makes a huge difference in how your site feels to visitors.
Making It Evergreen
Here’s the secret: seasonal posts like this don’t have to expire. By removing dates and writing them around principles (not just “this year’s palette”), you make them evergreen.
Each new season, you can:
Update the intro with a quick note on your latest change (e.g., “This season, I chose [X] because…”)
Keep the core of the article the same (psychology, checklist, evergreen advice).
Republish or reshare on LinkedIn/Facebook with fresh visuals.
It’s one blog post, but it can work hard for you year after year.
Final Thoughts
Seasonal updates aren’t about constant reinvention. They’re about signalling freshness, aligning with your audience’s mood, and using the psychology of colour to make your website feel alive.
For me, deep aubergine with antique gold, cream, white, and charcoal struck the right tone for this autumn/winter — bold yet elegant, editorial yet approachable.
✨ What about you? When was the last time your website had a seasonal refresh? Always ready to learn new tricks and ideas.
As always, if you have a question about Squarespace, SquareKicker, or Framer, you’re welcome to get in touch at deborah@brighthorizoncreative.com or via the contact page.
