Skip links

How To Choose The Right Colors For Your Marketing Emails

How To Choose The Right Colors For Your Marketing Emails


The color schemes make a significant impact on your email outreach efforts. Email marketers invest a lot of time and effort into creating beautiful email templates but missing on color psychology would be leaving a lot of money on the table. Every color has a certain effect on our thought process, and brands have been using color psychology to drive their marketing strategies since the beginning of commercialization. For instance, a lot of food outlets use yellow color, which represents warmth and welcoming. Similarly, you need to choose the right colors for your marketing emails so that you strike the right strings with your messages. In this article, I will share all the tips and tricks for selecting the right colors for your marketing emails. Read the blog ahead to know about the topic.


Psychology Of Colors Explained For Email Marketing


Good email developers put a lot of emphasis on color psychology while creating HTML email templates. While everybody connects with different colors on various personal notes, there is a consensus regarding the perception of each color that applies to individuals in general. Not only the color, but even their gradients too, have different associations with our psychological interpretations. We are going to discuss the emotional impact triggered by them in the below table:


Color Meaning
Black Authority, Assertive, Serious, Powerful, In Control
White Pure, Clear, Neutral, 
Red Passion, Aggression, Romance, Energy
Green Growth, Harmony, Wealth, Balance
Blue Trust, Stability, Loyalty, Reliability, Calmness
Yellow Joy, Optimism, Friendliness
Orange Fun, Enthusiasm, Cosy, 
Purple Mystery, Analytics, Wisdom, Creativity


You need to keep these emotional interpretations in mind, or else clashing color schemes will derail the reader’s journey and drop your ROI, which could go as high as 4400%.


Different Color Schemes For Email Templates


In this section, I am going to share the four basic color schemes used across the web. They are all based on composition rules, and you can easily pick the one that suits your audience best.


Black And White/Achromatic Color Scheme


As the name indicates, it uses the color combination of black and white to build both the foreground and background of the image. This color scheme looks very elegant and projects a professional, authoritative brand image.

(Image Source)


Monochromatic Color Scheme


This color scheme has one base color with you, which matches the object of focus to create a sleek, minimalist design. Aesthetically, they look very well and curate the reader’s journey proactively.


(Image Source)


Analogous Color Scheme


It uses the colors that are placed consecutively on the color wheel to create a consistent feel. They help readers identify different elements without downplaying their attention.

(Image Source)


Complementary/Triad Color Scheme


This is one of the best combination methods which uses colors from the opposite sides of the color wheel. It is also very popular in cinematography as most of the sets and costumes, along with filters, are designed to match the storytelling.

(Image Source)


Color Palette Tools And Best Practices


If you are confused about whether which color scheme to choose and how they will blend with each other, here’s the list of color palette tools that will make your work easy:



I advise you to use a color palette tool, especially if you are a newbie, as they will help you make the right decision without experimenting much.


The best practices for choosing marketing colors for email templates are as follows:


Follow the composition rules and abide by the color wheel when it comes to setting up the contrast.


  • Don’t overdo coloring. Using too many colors doesn’t look creative to your subscribers. It actually stresses them out. 
  • Make it a point to set the color scheme in accordance with your brand colors as it will remain the same across all your messages. 
  • Do not use very shining color schemes, especially with blue, green and red colors, as they are normally used for spamming, and it could lower your deliverability rate. 
  • Do not forget to match the theme with your product and the qualities you want to be associated with. 
  • If you are unsure regarding what color scheme works the best for your subscribers, ask your email developers to conduct A/B Split testing. 


Keep Visual Impairment In Mind


Visual impairment or color blindness could be a loophole in your design strategy. Many people find it difficult to distinguish Green from Red or distinguish Red from Green. Some people also get confused between Blue, Yellow, and Green. You can refer to the standards laid down by the World Wide Web Consortium to make your email messages accessible to people with visual impairments. 


Wrap Up


Colors make an impact on how the subscribers associate with your brand. Try to keep your email messages readable and stick with 3 to 4 colors at most. I hope that you find this article on using the right colors for your marketing emails useful. 


Author Bio


Kevin George is Head of Marketing at Email Uplers, one of the fastest growing full service email marketing agency that specializes in crafting professional email templates, PSD to HTML email conversion and free HTML email templates in addition to providing email automation, campaign management, and data integration & migration services. He loves gadgets, bikes, jazz and eats and breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on his blog.


Return to top of page
Media Outreach
Media Outreach
Google News
Google News
Media Outreach
Get your chance to win FREE media placements!

Enter your email address and spin the wheel. This is your chance to win amazing media placements at no cost!

Our in-house rules:
  • One game per user
  • Cheaters will be disqualified.