How to Use Colors in Email Design

How to Use Colors in Email Design

A marketing email is made up of several elements that have been carefully developed to maximize interaction. Color plays an important part in these, bringing subtlety or enthusiasm to the email. You can successfully guarantee that you send the relevant message to your subscribers by using the perfect colour combination. There's a colour for every type of email, whether it's festive, encouraging, or a sale alert.

Color has the ability to convey emotion, grab attention, create an atmosphere, and make a statement. It can also help your email stand out in a crowded inbox.

But, more significantly, the appropriate colour combination may ensure that your internet marketing initiatives are legible and accessible to a wide range of people.

Why are Colors Significant in Email Designing?

Email design is a core part of your email marketing strategy.Always remember to choose your colour scheme carefully and appropriately. Limit your colour palette to two or three colours. Make the most significant colour stand out more than the rest.

Because all colours are made up of red, green, and blue (RGB), or a mix of the three with varied percentages. You should learn about the RGB value of your brand colour and try out other combinations that work well with it.

In general, you should limit your email templates to no more than three colours. Your primary colour should be the most essential colour in your template, and it should correspond to the message your business logo conveys.

The secondary colour, which is less noticeable, must be a good filler for the primary colour. It must also support the message. A tertiary colour can be utilised to bring the entire message together with the other two colours used in the email.

Colors that fit your narrative, connect with subscribers' preferences, and promote engagement are all options. Through this article, we'll look at 10 different ways that colours may be used to improve your email engagement strategy.

  1. Building Up the Mood

    Colors are excellent for conveying a general mood in emails and landing pages. In fact, the meanings of colour can shift with time; for example, until the 1940s, young boys wore pink, not girls. The consequences may alter as you go across the world.

    If you're selling to a worldwide audience, keep in mind that the same color might imply something different to various people.

    Purple, for example, is the color of power and riches in Japan, while it is also associated with grief in Brazil. Red can connote good luck and pleasure in China, but it can also symbolise conflict, fear, or desire in other cultures.

  2. Selecting The Right Color Combination
    Pineapple with sunglasses

    Including colour to your marketing emails doesn't mean throwing on any crazy colour from the visible spectrum and hoping for the best. Designers employ a variety of colour schemes to select the right colours for an email.

    Choosing a color combination begins with selecting a base colour (usually a brand colour), from which secondary (and tertiary) colours are selected. The best examples of engaging emails are those that use colours in a way that creates a perfect combination.

    An analogous colour scheme is made up of three colours that are next to each other on the colour wheel. Red, red-orange, and orange, as well as yellow, yellow-green, and green, look great together.

    You may also pick a monochromatic colour scheme, such as black and grey colors or red and pinks. Just make sure there's enough contrast to make any writing on a coloured backdrop readable.

  3. Maintaining Readability

    Woman reading book

    When it comes to selecting the proper colours for successful emails, keep in mind that persons with visual impairments may struggle to navigate your design. Color Universal Design (CUD) is a design system that was created in Japan to assist designers in taking into account persons with different types of colour vision.

    Consider the real lighting conditions when choosing colour schemes that can be easily detected by individuals with all types of colour vision. Use a variety of forms, locations, line kinds, and colouring patterns.

    Use diverse colours to convey information to all users, including those who can't tell the difference between them. Aim for patterns that are pleasing to the eye.

  4. Use a Single Background Color for the Whole Email

    It might be difficult to break away from the standard white backdrop. But having a different background colour throughout your email can have a major influence on readers.

    Contrasting font and link colours are used to make all content simple to see, a non-white background colour works well and looks excellent. Furthermore, the pastel colours have the same effect as a white backdrop in that they make the email feel light and airy.

    To enhance your text-to-image ratio, make sure the colour blocks are plain text with backdrop colours.

  5. Use Color In Text Creatively

    Use Color In Text Creatively

    There's no law that says your email's plain text has to be black. It's fine to abandon the black font and experiment with colour as long as it contrasts well enough with your backdrop colour.

    To brighten up their listicle emails, Fusion adopts an on-brand aqua and purple colour palette. It's a pleasant change from the usual black font, and it also helps to organise the email.

    The usage of aqua for headers and purple for sub-headers makes it easier for the reader to scan through this email.

  6. Creating a Brand Image

    When designing emails, it's also crucial to keep your brand in mind. Keep your general branding colour palette in mind. If you deviate from the typical color palette, do it in a way that's still identifiable to your target audience.

    Your email campaign's colours and design don't have to perfectly match or mirror your brand, but they should represent your general style and tone. This kind of regularity helps your readers develop trust in you.

  7. Categorize Content Sections with Colors in the Background

    Section-by-section email is one of our favourite methods to employ bright email CSS backdrop colours. It's one of the most efficient applications of colour for organising, indicating where one area finishes and another begins.

    The colours should be consistent with the brand and work well together. By doing so, it’s also simple to discover for your customers what they're looking for within the message.

    Using email CSS background colours in parts to visually break up long emails and keep the reader scrolling is a terrific technique to keep the reader interested.

  8. Design CTA Buttons in Different Colors

    Buy on Smartphone

    Your call-to-action buttons are one of the most effective ways to utilise colour in email. CTA buttons should stand out from the rest of your email.

    A reader skimming your letter should be able to spot the CTA right away. And using colour is a fantastic method to accomplish so!

    But it's all about striking the right balance. Your button should also be consistent with your brand and simple in design. Most businesses pick a colour that fits into their existing colour scheme and complements the email's design.

    Another method to use colour to make a CTA button stand out is to use a different colour for the module that includes it.

  9. For Headers, Footer, and Ads, Use Background Color

    HTML colours are a wonderful way to organise text in emails. They appear throughout all inboxes, need less than one line of code, and are simple to set up.

    You can arrange content and offer a smooth reading experience for subscribers by assigning various background colours to different modules of your email. A fantastic alternative to using an image as your header is to use an HTML background colour.

  10. Incorporate Images and Colors for the Background

    Emails that are completely made up of graphics (with little or no plain text) are difficult to read. Because of their email client settings, some recipients won't be able to see an image-only email at all.

    Image-only emails are frequently filtered into spam folders or are never fully downloaded. They aren't mobile-friendly either. That's why we always recommend a mix of pictures and plain text in effective emails (at least 500 characters of text).

    Three factors of the email must match to pull off this type of email design:

    • The images' backgrounds are all different colours.
    • The plain text section's HTML background colour
    • When no pictures are available, the background colour of the ALT text.


To wrap it up, the colours used in an email are not just for aesthetic purposes, but also have a deeper message. In a nutshell, you'll need the following information before you start designing the email:

  • The email was created with a specific goal in mind.
  • Color Scheme of Preference
  • To minimise misunderstandings, demographic information such as location and gender should be included.
  • Is there a colour palette linked with any seasonal or festival-themed email?

As an email marketer, you can effectively connect with your customers by using the appropriate colours for the appropriate seasons and causes. We hope that all of the tips mentioned above have helped you better understand how to employ different colours in your email campaigns. A good email can play an important role in your marketing plan.

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How to Use Colors in Email Design