Colors affect our entire life. They help us, to find our right way and are fully integrated into our daily routine. We have already predefined colors in our subconscious: green, for example, means “go ahead”, while red is an unambiguously alert signal.
This power of the colors can also be used in email marketing, because they can address any recipient, who isn’t able do something against it. Colors have for example a very powerful impact on, which product is selected and are basically the main reason why impulse sales are triggered. Further tests showed that a red “Call to action” button is much more successful than a green one.
To understand this phenomenon, we devote us to the psychology of colors in that blog post and get to know, how you can influence the behavior and decisioning of your recipients with colors.
Tips for a successful integration of colors
Colors underline the content of your newsletter, lead the attention to specific parts and enable recipients to make special actions. But before you choose any color randomly, you should consider the following aspects:
- Colors & Company: The correct selection is based on the company’s goals, visions and values. How should your company affect the recipients?
- Color & corporate Design: Use the corporate desing as a guideline for the color finding, so that the overall picture does not seem restless and untidy.
- Color & Content: Colors should always be selected according to the theme of the content. If, for example, a newsletter is sent out for Christmas, warm and dark colors are beneficial. In a newsletter, which is on the other hand sent in spring time, bright and cheerful colors should be used.
- Color & target group: The correct color selection is also determined by the age and gender of the target group. Furthermore, factors such as social and cultural origin, education, current state of mind or used devices may be included.
Underpin your newsletter with different characters
After analyzing the most important aspects around the company, the content and the target group, you just have to find the correct colors with the appropriate characters for your newsletter.
Red – energy
That color triggers powerful emotions and facilitates a whiff of urgency, which is especially effective for purchases.
Orange – optimism
Orange evokes a feeling of warmth due to the common associations with the sun. However, a too well-intentioned handling of this color is not recommended as it is also often associated with “cheap”.
Yellow – happiness
This color represents youthfulness, joy and fun. Just as orange, there is often an association with the sun.
Green – growth
Green has an relaxing effect and is synonymous with health. We feel a strong attachment to this color because it represents life. This color is also associated with growing power (money, finances, military, etc.).
Blue – trust
This color has a very calming effect on the mood. But be careful using it in newsletters with topics like food or groceries, because blue has an appetite suppressant effect.
Purple – valence
Purple is the color of superiority. It also stands for abundance and extravagance, and because of that caution is required, in order not to receive an unwanted image.
Black – strength
Black is a very powerful color, which is often associated with luxury. In newsletters it can be used for decisive or serious topics.
White – neutrality
This color represents wisdom and stands for a modern look. White is a very dominant brand color and is used very gladly.
The right use of colors in the newsletter
Colors can do a great deal – even if they are used only discreetly as a background. Surround or deposit your entire newsletter with a color that matches to the mood you want to convey: Red for emergencies (discount campaigns) or blue for strengthening the trust (sending pure information). Also work with colors in backgrounds at the beginning (for example, as headline deposit) and at the end (for example, depositing the contact details). So you can signal your readers a clear start and a clear end to your newsletter. The same colors can then be used for headline, also in darker or lighter shades, which makes the entire newsletter look more harmonious.
A harmony in the newsletter can also be achieved if the colors have similar tones as the used images. Above all, colors can serve as eye-catcher in your mailings. For example, it makes sense to use encouraging colors, such as red or black, for all “call to action” buttons or other important content you want to highlight. If you work with inserts in your newsletter, you can make them more noticeable and easier to emphasize with soft colors (blue, green, orange, etc.).
Now you know, how to implement colors into your newsletter, but do not have a suitable tool for realizing these tricks? Find out more about mailworx and you will see that designing newsletters will no longer be a problem for you.