All of us have been receiving emails since the 2000s, and mostly all of them look alike. This can be largely attributed to the typefaces used in emails.
Most of the emails used either Georgia, Arial, or Verdana as standard, and readers can hardly distinguish the message from various brands.
Using web safe typefaces is a good strategy since not all devices and operating systems support new fonts. However, a lot of brands are experimenting with typography, and this shouldn’t be treated as a complete no by email developers.
In this article, we are going to discuss the recent typography trends in email marketing and how you can make the most out of typefaces in your messages. Read ahead to know more about the topic.
Psychology Of Fonts
Before we move towards the trends, let us first understand the psychology of fonts. Like colors, fonts have their own set of psychological traits, and the selection of fonts is dependent on how you want your text to communicate with your readers.
Each font activates either a direct or a perceptual association, and thus brands are very conscious when choosing one. Thin-fat, tall-short, or loose-tight spacing are examples of perceptual association while looking pleasant, beautiful, and assertive are examples of direct association.
For instance, tall, bold, and thin fonts will activate the node for beauty. Both of these association types together create a collective meaning that represents the brand language.
We would like to cover another hot favorite debate among professional email developers: To go with serif or sans-serif?
Serifs are given a priority for scientific and other formal applications, while sans-serif is more suitable for casual applications. One of Serif and Sans-Serif’s major differences is the slight projections on the ends of Serif typefaces:
Examples Of Trending Typography Styles In Emails
There is a confusion regarding whether to go for desktop-centric or mobile-first design among businesses but we strongly suggested to use responsive design. 42.3% of the people simply delete the messages that aren’t optimized for mobile devices. On the other hand, people read important messages on desktops after going through their inboxes on smartphones. Thus, optimizing your messages for both device types is a must.
Here’s the first example from David’s Tea. They have used the lower case with substantial weight in the headline. A lot of brands use such lower-case, bold typefaces for sending out friendly yet powerful messages. The Serifs are gaining momentum with youthful brands with a bold avatar taking over the belief that sans-serifs are more suitable for a modern look. Have a look at the below example:
Block letters are a great way of highlighting the core purpose of sending your message, and Trim did it the right way in this example. The typography’s congested outlook makes the message even more assertive as it looks very precise and detail-oriented.
If you are a fintech from or into anything that demands instant attention, you can try out condensed typography. Trim has also used a combination of bold and sans serif to stand out as an innovative and attention-worthy brand.
AirBnB emails are no shorter than visual feasts. They are fine-tuned for feeling cozy and look visually soothing. In this example, the geometrically synced typefaces and logo give a unique standardized feel to the email while helping readers to instantly recognize the message.
When combined with the color scheme, it gives a comforting view, thus complementing the image. If you are into the food and hospitality industry, this is probably something you need to use in your email templates.
Brightly has done an exceptional job when it comes to selecting the typography schemes for various elements. Using the round sans serifs adds to the urgent yet gentle appeal of the message.
The separations are enough for indicating the individual characters and adds to the straight forward typography used in the message. You can also use such typefaces to stand out as a dependable brand with something meaningful to say.
The Last Building
Tall, thin Sans Serifs are the ultimate take on luxury when it comes to sending out font centric email messages. Brands associated with luxury and the artistic spheres of life often use this type of fonts.
If you are trying to reach out to the buyers of posh products, they are the perfect choice for you. The Last Building has very intelligently interwoven the feminine, elegant, and graceful touch and through the tall, thin text along with the copy for comfortable looking luxury apartments:
Baboon Mega Cork
Baboon Mega Cork has come up with something very unique. This email uses a fine blend of uppercase, bold, and a bit of retro appeal.
When writing a light-hearted message, this could be a good idea. But what we like the most is the rounded-angular detailing of the fonts that make them look relevant to the particular sections of the copy.
You can see in the example that all typefaces make the reader feel convinced about the bag’s quality with little effort as you can easily focus on its qualities orchestrated by the fonts.
Now this one is a truly rising trend in 2020. The curvy design, when combined to the background along with condensed feel, makes it one of the best email messages to look at.
It looks very clean and awakens the fun mode. This Thanksgiving email from Fracture just does the job effortlessly. More and more brands dealing in luxury are going after this trend as typography makes room for the sparkling happy, appetizing mood.
When it comes to readability, mixed fonts are simply unparalleled. They allow each line to retain its individual significance while ensuring that the message is approachable. Mailchimp email templates are known for their versatility and their own emails stand out to the ESP giant’s design philosophy. They use multiple typefaces as per the subject, and you can see it in this example:
Typography trends are changing rapidly as email clients are upgrading CSS support. It can help you to convey your message in a subtle manner and drive your reader’s emotions.
The examples mentioned above come from a variety of sectors and business sizes, but all of them have one thing in common: The typography is fine-tuned to match the brand language and overall design strategy.
Typefaces play an important role in establishing your brand image and help you look different from the huge number of email messages sent and received every day.
You can select the right typefaces for your email marketing campaigns based on what qualities you want yourself to be associated with. We hope that you find this article on typography trends in emails insightful.