Colour is considered a key means of expression for use in cartographic works. This is because colours and the relations among them influence not only the aesthetic impression a map creates but also its overall utility. In addition to Newton’s spectral colour theory, today theories with origins in artistic technique are gaining ground in cartography. This article introduces J. Itten’s colour theory (first published in 1961 in The Art of Colour [Kunst der Farbe]) with special attention given to his concept of seven colour contrasts. The article also discusses the suitability and unsuitability of their application in practical cartography, and it contributes original examples employing thematic maps, a discipline with broad possibilities for the application of these inventive methods by today’s mapmakers.