Using colour in brand identity and email marketing

We react to colour. It can dictate or enhance our mood and influence how we react to the messaging we see.

Using a calculated approach to colour within your communications can help your audience:

  • Identify and remember your brand
  • Relate to your message
  • Connect emotionally
  • Develop trust
  • Feel part of your narrative

With colour holding this much sway over your audience, you’d imagine there would be some sacred method of selecting your colour scheme… sorry to disappoint you, but there isn’t.

The choice of colour ultimately falls to you-you know your brand identity and campaign objectives better than anyone.

Top-tip: A time-proven strategy is to choose only a few colours – a strong example of less is more.

Colour control

Once a strong base colour scheme has been decided, you can use an accent colour to highlight points of interest. As an example, you can have your ‘subscribe’ button in a standout colour to draw attention to it. Call-to-actions benefit greatly when they stand out. Encourage the reader to look at the important content by prioritising key information you want to share.

Be careful with your choice of accent colour! Picking a colour that clashes with your brand colouring can make your email look disjointed, and even look like poor quality work.

A legacy

Be aware that once you have chosen your colours, your brand flag, as you will then begin to develop customer expectation. This is the palette that your customers will expect to see on all your communication mediums – so this needs to be a well thought out and researched decision. Consider the colour schemes used by competitors, those used by brands you wish to emulate, and also consider attempting a forecast schedule of any potential changes to the brand.

Rebranding can be costly; readers can be averse to change. A way to remedy this is to make use of A/B testing, as this will give you some insight into the results of a change.

If you need help with showing your colours, get in touch.