Although the fibers can be dyed to almost any color, jute is commonly used in its natural shade, which is a light tan or golden hue.

Most types of jute fiber are light brown, but some off-white varieties also exist. Generally speaking, white forms of jute are considered to be inferior to brown forms, but white jute may be more useful for apparel applications.

The industrial term for jute fiber is raw jute. The fibers are off-white to brown and range from 1–4 meters (3–13 feet) long. Jute is also called the "golden fiber" for its color and high cash value.

Jute is a saturated, neutral, baked beige with a sandy undertone. It is a perfect paint color for any interior or exterior selection. Pair it with rich earthy browns to create an aged, antique look.