You can add colour to your bears using specialist markers (these usually come with a nib at each end, one for fine work, the other to create broader blocks of colour. They add quite a strong colour and I recommend practicing with them first. To start out, you might find soft artist quality colouring pencils easier - water soluble pencils are also worth a look and are easy to blend with a small dab of water.
Natural tone - Pic A
Shading is an easy way to accentuate your bear's best features, whether eyes, nose or toes. If you have sculpted the toes, adding a darker tone can really show off those chubby toes : ) Shading is a subtle way of showing of his best features. Colouring is a little more difficult on darker coloured bears but shading easier
Choose colour a few shades darker than the backing (not the fur itself) for a natural, more subtle look. My bear in picture A has a scissor sculpted face and I've been able to use the "trimmings" to needle felt eye lids. Shading has been kept quite muted (unusual for me : ) and used to deepen the crease along the top of the lid and frame the eye with copic pen
Good traditional bear colours to keep handy are your favourite shades of brown, ochre yellows, dark gray and almost black.
Colouring on white - Pic B
Adding Colour: I love giving my white bears a make-over. Their colouring is a perfect canvas : ) If possible, tweezer away the fur from the area you want to colour. You'll often see pcbangles bears with a rosy glow on their cheeks !
The little bear in pic B has been coloured with water soluble pencils, blended a little on his cheeks. I've drawn an "eyelash" at the corner of each eye and smudged some dark brown over the top of his nose.
When using pencils, build the colour up gradually with light strokes.
Colour me pink - Pic C
Compliment or contrast: Another thing to consider is how the colours look on your bear. My bear in pic C is made in white ohair with a cream needle felted face. I hope her pink ears, nose and coloured cheeks balance out her features. Shading over her eyes was kept quite light too.
It is very tempting to use strong colours but sometimes subtle and less is more : )
You an use colours to compliment your bear's fur.
My Pic D bear has cream mohair fur but the backing was a beautiful copper. I'd decided to match the fur colour for her felted face and the plaited headband with pinks and orange tones helped to bring the two together (hope you agree : )
When you start a new bear, try making up a story board, a cork board will do. Pin pieces of fabric, pictures with colours you like, even a theme/mood (ocean, winter, anniversay .... etc)