Guess what time it is? Time for an email color roundup! Using Pantone again as our inspiration – we’ll be focusing on purple themed emails in honor of Color of The Year 2014 – Radiant Orchid!
“A captivating harmony of fuchsia, purple and pink undertones, Radiant Orchid emanates great joy, love and health.”
Pantone always does such a wonderful job of eloquently describing colors. Poetic!
Purple is the perfect balance of fiery red and cool blue. It represents mystery, magic and royalty while promoting inspiration, peace of mind and imagination. When used as different tones and shades – purple can range from romantic to frustrated. Too much purple can make one irritable and moody while too little can seem negative and lacking energy.
Interestingly, purple is considered a rare color in nature – in pre-historic times, purple flowers, food and clothing didn’t exist! Purple hit the scene back in 1900 B.C. when the dye was created from extracting it from over 10,000 shellfish – just enough to dye one garment of clothing. Because so much shellfish were needed to make purple, it became expensive – so who could afford it? The wealthy and the royal!
Flash forward to the 21st century, we have purple in abundance – it’s probably one of the most “diverse” colors, being called by so many names – lavender, violet, eggplant, lilac and orchid…and those are just a few! Whoa, Wikipedia.
Let’s check out a few purple themed email marketing campaign examples to see how others have incorporated such an intriguing color!
The deep purple paired with fuchsia gives this email from Newism a professional but exciting and fresh look. Because the purple is so rich, they didn’t go overboard but used it strategically to draw attention to their logo, tagline and article links throughout the content. The use of beige as a background to the white content area keeps the purple alive – just a completely white background would have washed out the power of the purple. The vibrant fuchsia and pink text and icons keep things exciting as you read down the email and the purple header is no longer visible. Does their logo look like a crown to you too? How royal!
The main graphic used in this Ann Taylor email made me curious. It used the same purple on every element (minus the slightly lighter purple pattern of the repeating Ann Taylor name), but it wasn’t boring – it was still very engaging. With the phrase Luck be a Lady so prominent, and a clever animated gif surprise, it became clear that these purple blocks were playing cards! Well played, Ann Taylor – purple was the perfect complement to the message, the animation and their brand: luxurious and chic.
I noticed that for a shoe company, this email campaign doesn’t show a single shoe! But, it didn’t need to – the closed shoe boxes made me wonder just exactly what shoes were currently available…they gained a click! But what I liked about the use of purple here was what was used to accompany it. The pow of the electric blue, the zany font used for “Sale” and polka dots on the socks (especially in reverse pattern on either side) show just how versatile purple can be! While the Ann Taylor example above uses purple solely to show sophistication and class, Steve Madden used other colors and patterns with purple to convey fun and adventurous, maybe even a little wild!
Virgin took a few good purples from the Wikipedia list and made a cool and mod email campaign. The style of the illustration with the purple just gives this email campaign a very creative and hip vibe. The use of lighter purples also bring a relaxed feel to it, they help make the dude look comfortable in his seat with his drink, like he’s ready for a nice flight. Even going down the email, as the graphic is out of view, they continue with the coolness by giving Budget and their own brand a purple makeover. Shaggy, baby!
Since purple is such a flexible color, you’ll have to be really mindful of your audience as you design your emails – this color will naturally have many meanings and symbolism across countries and cultures. In Japan, purple means power while in Egypt it represents faith. In some Eastern cultures, purple is used to mourn the death of a loved one while Native American tribes look to purple for wisdom and healing.
Remember, there is power in color and purple is considered the most powerful color of them all! Until next time, happy designing!