A medley of real images, illustrations, shapes

We have seen images being the undisputed winners when it comes to the hero section. Illustrations and the use of geometric shapes have also been trending in the past couple of years. What we have noticed in the recent past and expect to make waves in 2023 is the use of combinations of these design forms. And why not? Illustrations and shapes make the images stand out while adding a nice twist to the tale.

Take a look at this email to get an idea.

White space

White space or negative space helps to scan, break down, and interpret email content, and that’s what we strive for, don't we? Clutter can be a huge turn-off, more so when the email is read on hand-held devices. There are two ways in which you can incorporate white space to make your email clutter-free

• Active white space – Negative space around the crucial aspects of the email
• Passive white space – Negative space around the edges of the template & content, and the space between sections

Here's how Shinola makes the best use of whitespace.

Geometric and Abstract Shapes

Using shapes to communicate an idea - sounds cool, right? Now shapes can be incorporated into your email designs as simple illustrations in the header or in the background. You can even go a step ahead and let them take the center stage to bring focus to the vital part of the email.

While you can use hard geometric shapes to make your email stand out, the use of organic, hand-drawn shapes can add a dash of uniqueness and fun to your email.

Check how Salesforce has used an abstract shape to enhance the look of the email.

Wave patterns

The use of waves is a great way to break up the usual grid format in email templates. It's amazing how the simple addition of a curve to a straight line can shift the feel of the email, making it light and engaging.

Moreover, wave patterns can create direction cues, making it easier for the reader to follow the email. A wave can also help draw the eye to the call to action.

See how this Winc email creates waves with this simple yet effective design style.

Neon Colors

Emails are getting a little brighter with neon colors making a comeback. And we're all for it! Neon adds that upbeat, happy feel to emails, and while others play it safe with basic color palettes, you can stand out as a fun, youthful brand with neons. However, too much neon can get overwhelming; balance is essential. Here're 3 things to keep in mind

• Use neons sparingly to highlight certain aspects
• Neon colors stand out more on dark backgrounds
• Neon backgrounds? Would be an eyesore; best avoided

Look at this vibrant email from BlackWolf.

Gradients with pastels and neons

We saw a lot of gradients in email in 2022 and this color transition trend will continue to reign in 2023. So, what kind of gradients can you create?
Single color: One color that goes from light to dark (or vice versa)
Multiple colors: From one color to another to another

APNG

A survey conducted by Mailmodo states that 67% marketers use a GIF in their emails. Now, APNG is a more sophisticated version of a GIF. APNG or Animated Portable Network Graphics is an open standard for animated bitmap graphics and an alternative to MNG (Multiple-image Network Graphics).

Why APNG?

• Supports 8-bit alpha transparency and 24-bit colors
• Better quality and resolution than GIFs
• All major clients except Outlook.com and Gmail support APNGs (non-supporting clients display first frame, like GIFs)

The 1st image is a GIF, and the second one is an APNG image. Can you see the difference in image quality?

Animated CTAs

Yes, a click on the CTA is what we create the email for, and thus, we've heard time and again that it's imperative to make the CTA prominent in the email design. While using bold colors and placing the CTA aptly are ways to go about it, an animated CTA can be a game-changer for you in 2023. You can either create a GIF CTA or use CSS animation to make it lighter. Now, you can either animate the CTA itself or use animation around the CTA to draw the viewer's attention toward it.

Magic Spoon has animated their CTA and how!

Memes are everywhere. You can now see quite some brands using this engaging form of content to make a mark with their emails. What makes memes so popular? The fact that they express a thought or emotion more efficiently. However, you must use them to make a point and not just because they're trending. A meme should supplement your primary content and not distract the reader from it.

Two points to keep in mind:

• Show the meme to your team before sending it to ensure it is not perceived as inappropriate or offensive
• Keep in mind that a meme is effective when it's connected to a current event or trend