Do I need to think about dark mode when designing emails?

Dark mode is a popular feature adopted by many email clients and has become an important consideration for email marketers when designing their email campaigns.

Dark mode is a display setting that uses a darker colour palette to reduce eye strain and improve readability in low-light environments. It is particularly popular on mobile devices and can significantly impact your emails’ readability and visual appeal. Here are some reasons why you should consider dark mode when designing emails.

1. Dark mode is becoming increasingly popular

As more and more people use dark mode on their devices, it’s essential to ensure that your email campaigns are optimised for this display mode. According to a recent survey, over 80% of users use dark mode on their devices, and this number is expected to continue to rise.

2. Dark mode affects the readability of your emails

If you don’t design your emails with dark mode in mind, it can significantly impact the readability of your content. For example, using light text on a dark background can cause eye strain and make reading challenging, especially for people with visual impairments. By considering dark mode when designing your emails, you can ensure your content is easily readable and accessible to all recipients.

3. Dark mode affects the visual appeal of your emails

In addition to readability, dark mode can also impact the visual appeal of your emails. Colours and images that look great in light mode may not be as visually appealing in dark mode, and vice versa. By designing your emails with both display modes in mind, you can ensure that your emails look great no matter how they are displayed. 

How to optimise your emails for dark mode

Here are some tips to help you optimise your emails for dark mode

Use high-contrast colours: In dark mode, white text on a black background is the most common colour scheme. However, this can create a high contrast that can be difficult to read. To ensure maximum readability, use high-contrast colours such as black text on a white or light-coloured background.

Choose dark colours carefully: If you use dark colours in your design, choose colours that are easy to read and do not blend in with the background. Avoid using dark grey or other colours that can blend into the background in dark mode.

Use vector graphics: Vector graphics are a great choice for designing emails for dark mode because they can be scaled without losing quality. This means that your graphics will remain crisp and clear regardless of the display mode.

Test your emails in both light and dark mode: Before sending out your emails, be sure to test them in both light and dark mode to ensure that they are easily readable in both display modes.

Consider using a dark mode-specific theme: Some email clients can display emails in a dark mode-specific theme. Consider designing a dark mode-specific email theme to ensure optimal readability and visual appeal.

In conclusion, by considering dark mode when designing your email campaigns, you can improve the effectiveness of your emails and ensure that they are accessible to all recipients.