First, a little math. Seventy-seven percent of consumers prefer to receive promotional content through email. Ninety-three percent of a consumer’s purchases are affected by appearance. It all adds up to one simple fact; It makes good business sense to use color wisely in your email marketing. Color affects our emotional response so strongly that it is often known as the silent salesperson, and one bad hue can drive potential customers away. (Just take a look at the short-lived “green ketchup” idea. Or, better yet, don’t.) Here, we'll list the top colors you should consider using for your email campaigns, via the power of royalty-free images.


Red is an intense color that immediately captures the eye. It creates feelings of passion and other strong emotions, and it also stimulates the appetite. This could explain why food companies like Heinz and McDonald’s use it in their logos and marketing campaigns. According to color experts, red encourages buyers to take action and make a purchase.



Blue is the most universally favored color, which makes it a top pick for building customer loyalty, and for designing company uniforms. It’s a safe choice because we subliminally associate blue with honesty, dependability, and wisdom. Blue encourages the viewer to read thoroughly and then take action. It is regularly used in sectors that want to create trust, such as healthcare, government, and finance. Interestingly, blue suppresses the appetite, so it would be a poor choice for the restaurant industry.  



Relaxing and easy on the eyes, we equate green with nature and healing. Fun little fact: People who work in green-colored environments tend to have fewer stomach aches than those in offices of any other color. Dark green, in particular, indicates wealth and prestige, as well as creativity and growth. It’s not hard to see why Starbucks chose this color for its brand. Tourism, technology, pharmacy, and green companies also make solid use of this color.



Yellow is cheerful, warm, and uplifting. It causes the brain to release more serotonin, which makes you feel positive, and motivates mental clarity, which is particularly helpful in decision-making. Pardon the pun, but yield a bit when using yellow, as overuse can have a negative effect, and can even cause anxiety in your customers.



White denotes purity, cleanliness, and new beginnings, which is why it is frequently used in health and infant-product industries. Because white indicates neutrality and fairness, it can be a great color choice in marketing emails, though it should be accompanied by a splash of pastel so as not to seem overly sterile or uninspiring.

When choosing colors for email marketing, think about who you’re targeting and the feelings you want to evoke. Color can be a powerful tool to entice and engage an audience, and is an important element for the success of your email campaign.

In need of images for your next marketing project? Be sure to search through our collection of over 20 million royalty-free images at Happy downloading. 

AuthorBrian Masefield