Just like any animal, our eyes adapt to colours to assist us in our survival. From foraging in forests and spotting danger to finding precious resources like water and plants, there is a good deal of history and mystery attached to vision. In terms of marketing, this is also what makes decisions interesting, fun and creative!
Mixing things up
Nowadays many of our mental associations are mixed up with all sorts of modern references, shared culture, national ideology and nostalgic ideas. This means colour choices have the power to surprise us and introduce us to new things we may not be accustomed to. At the same time, it doesn’t mean that the basic colour ‘rules’ can be ignored, and certainly not the main one: To understand your target customers (with their particular preferences) as best you can. That way, they’re much more likely to respond as intended.
This, of course, also applies to buttons which are the elements most often designed to attract or be noticed in emails. However, it’s also true that a corporation’s campaign colours impose limits on designers. This doesn’t mean you can’t consider specific clients and match them with certain colours, but it means remaining recognisable, or in keeping with your brand, overall.
When it comes to email buttons such as a call-to-action button, its colour works best in tandem with 3 other things: form, placement and message. The trick is to align them all. With this in mind, follow general design principles. This includes designating a colour that complements the existing background in order for it to conform, yet stick out.
When it comes to large buttons, it can be wise to choose a colour that’s in keeping with the elements surrounding it, including the background. For smaller ones, you could choose much brighter colours.
The aim is not to deviate from the most simple psychological effect: ensuring the call-to-action button is easily noticed within the whole design but without interfering with it. After all, it’s the one button that has the power to increase conversions.
Test your choices
A final, vital rule is to remember to test out your colour and font choices on some of your recipients. This can really assist in gaining quality feedback: it’s what your campaign rests on. Their preferences matter and this, of course, extends to gender. There are studies that show men prefer brighter colours than women, who react better to softer colour choices and shades. Therefore, divide or segment your campaign further if possible. It can all add up when it comes to inviting them to push those buttons!