“Beauty is in the eye of the beholder,” as some theologian-people would say. But guess what? Not everything is beautiful. For example, that strange conjoined twin thing from Total Recall or the zombies from Walking Dead which are still moving even though most of their bodies have been eaten away. Gross. Not even a face a mother could love.
Another thing that isn’t beautiful? A poorly designed email. You may think that an email wouldn’t be in the same realm as the first two examples, but in reality, people’s eyes divert faster from a bad email design than the other forms of visual stimuli mentioned. This is because the average individual spends less than a few seconds judging if an email is relevant, important, or trustworthy — with design playing the biggest factor. In cinema, you are compelled to keep watching, even if it grosses you out. In books, you want to know if the main character survives. In email, you could care less… which makes that really scary sh*t.
I can see the Goosebumps title now:
So what makes a design in email really bad? Well, there are a lot of elements that create visual confusion or disgust. But let’s focus on the biggest elements that you can change to make your emails more compelling and soft on the eyes so they don’t look like this:
Oh! The Horror! So many fonts. So many colors. So many text boxes you can’t read on your phone.