Borrowing from how we are naturally drawn to pictures, colours, and patterns, a well-designed email can lead your audience on a storytelling journey. A relevant and impactful image, alongside a complementary colour palette and typography, creates an incredibly strong foundation for positive engagement.
Sticking to a ‘visual hierarchy’ gives you the power over the order in which the reader will process your content. There are a lot of expectations of your hero image, it needs to deliver several potential points of information all at once, it needs to:
Where you can, always use high definition images. High definition is an instant sign of quality, reassuring your audience that you deliver premium content and products. Low-quality images cheapen your design!
Your design choices, especially your hero image, need to feel connected to the rest of your brand. Having everything feel like it is well thought out and part of a planned journey reinforces your credibility.
Hero images don’t need to be static. Animations, GIFs, and videos are all potential choices for a powerful hero image. They can enhance your storytelling by highlighting aspects of humour and action. But, it takes a little longer to get your point across – the viewer needs to invest their time to watch it unfold.
A big consideration when thinking about movement is that some email clients disable motion. Also, video or animation may also slow down the load time, meaning lower engagement rates.
Don’t forget to test your emails before sending, both internally and, if you have a large audience, always do A/B testing.