Beauty and the Beast of Email Design
”Beauty is in the eye of the beholder,” goes the old saying often attributed to philosophical thinkers. Yet, not everything meets the standard of beauty. Take, for instance, the bizarre mutant from Total Recall or the decayed zombies of The Walking Dead—hardly creatures any mother could adore.
Similarly unattractive? Poorly designed emails. You might not equate them with grotesque film characters, but bad email designs repel users just as quickly, if not faster. People spend only a few seconds assessing an email’s relevance, importance, or trustworthiness, and design is a decisive factor. Unlike movies or books that keep you hooked regardless of discomfort, a poorly designed email is quickly dismissed.
What Makes an Email Design Disastrous?
It often involves elements that cause visual confusion or even repulsion. Let’s explore how to avoid such pitfalls and craft emails that are visually appealing and engaging, steering clear of designs like these:
Oh! The Horror! Multiple fonts, clashing colors, and unreadable text boxes on a mobile screen.
1. Insufficient White Space
White space, or “negative space,” is crucial, providing visual breathing room between elements like graphics, columns, and margins. Effective use of white space can be seen in onboarding emails from platforms like Designer News and Medium, where spacing between elements allows clear visual separation without the need for dividing lines.
A designer’s goal should be simplicity, ensuring the email’s content is digestible rather than crammed. Consider layouts that use space generously to enhance readability and visual appeal, encouraging readers to engage with the content.
2. Lack of Hierarchy
Clear groupings in an email create a visual hierarchy that helps users scan and prioritize information. Establishing primary and secondary messages through varied text sizes and colors guides the reader’s attention to what’s most important. For instance, a strong header followed by smaller supporting text and a vibrant call-to-action (CTA) demonstrates effective hierarchy, guiding the reader’s eyes in a natural flow.
3. Unclear Layouts
The number of columns in an email can affect its clarity—too many can be overwhelming. A one or two-column layout often works best, as it maintains order and helps guide the reader’s eye using the natural Z pattern of reading from top left to bottom right.
4. Contradicting Fonts
Choosing the right font is crucial; infamous ones like Comic Sans are universally shunned. It’s essential to use a limited number of fonts and maintain consistent leading, kerning, and sizing. Opt for legible sizes and consider reading distance, especially on desktops where larger text can improve readability.
5. Boring Images
Images should complement your message, not detract from it. Avoid generic stock photos and opt for high-quality, relevant images that enhance the content. Websites like Stocksy or Unsplash offer excellent alternatives to traditional stock images, providing visuals that add value to your message.
6. No Clear Call-to-Action (CTA)
Your CTA should be unmistakable and compelling. Design it to be easily clickable, even on mobile devices, and ensure it stands out visually. Use strong, action-oriented verbs that convey low commitment but high interest, like “Discover More” instead of the bland “Click Here.”
Conclusion
Good email design is like candy—it should be inviting and sweet, not horrifying. By integrating thoughtful design elements and utilizing tools like email generator AI to optimize layout and content, your emails can captivate and engage rather than repel. Whether you’re using a pre-designed template or crafting a unique layout, remember these principles to create a delightful user experience that keeps your audience engaged and eager for more.