Typography Trends In Email: Everything You Should Know


All of us have been receiving emails since the 2000s, and mostly all of them look alike. This can be largely attributed to the typefaces used in emails.

Most of the emails used either Georgia, Arial, or Verdana as standard, and readers can hardly distinguish the message from various brands.

Using web safe typefaces is a good strategy since not all devices and operating systems support new fonts. However, a lot of brands are experimenting with typography, and this shouldn’t be treated as a complete no by email developers.

In this article, we are going to discuss the recent typography trends in email marketing and how you can make the most out of typefaces in your messages. Read ahead to know more about the topic.

Psychology Of Fonts

Before we move towards the trends, let us first understand the psychology of fonts. Like colors, fonts have their own set of psychological traits, and the selection of fonts is dependent on how you want your text to communicate with your readers.

Each font activates either a direct or a perceptual association, and thus brands are very conscious when choosing one. Thin-fat, tall-short, or loose-tight spacing are examples of perceptual association while looking pleasant, beautiful, and assertive are examples of direct association.

For instance, tall, bold, and thin fonts will activate the node for beauty. Both of these association types together create a collective meaning that represents the brand language.

We would like to cover another hot favorite debate among professional email developers: To go with serif or sans-serif?

Serifs are given a priority for scientific and other formal applications, while sans-serif is more suitable for casual applications. One of Serif and Sans-Serif’s major differences is the slight projections on the ends of Serif typefaces:

font serif difference

Examples Of Trending Typography Styles In Emails

There is a confusion regarding whether to go for desktop-centric or mobile-first design among businesses but we strongly suggested to use responsive design. 42.3% of the people simply delete the messages that aren’t optimized for mobile devices. On the other hand, people read important messages on desktops after going through their inboxes on smartphones. Thus, optimizing your messages for both device types is a must.


David’s Tea

Here’s the first example from David’s Tea. They have used the lower case with substantial weight in the headline. A lot of brands use such lower-case, bold typefaces for sending out friendly yet powerful messages. The Serifs are gaining momentum with youthful brands with a bold avatar taking over the belief that sans-serifs are more suitable for a modern look. Have a look at the below example:

david's tea email example



Block letters are a great way of highlighting the core purpose of sending your message, and Trim did it the right way in this example. The typography’s congested outlook makes the message even more assertive as it looks very precise and detail-oriented.

If you are a fintech from or into anything that demands instant attention, you can try out condensed typography. Trim has also used a combination of bold and sans serif to stand out as an innovative and attention-worthy brand.

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