Even as secondary, subtle design elements, they can help give your emails a little special something-just like UK Charity Samaritans does in the header of this welcome email. Organic shapes don’t have to be the centerpiece of your email design. WGSN uses an organic shape to mask the photography in their hero image-an unusual take that gives this email an abstract look, piquing curiosity for this webinar announcement. You know that a trend is worth considering when a leading trend authority applies it to their own email design. Moving away from the harsh lines we typically see to provide email design structure, this approach helps to soften the transition between sections and encourages the reader to continue their journey through the email. Here, the organic shapes divide and structure the email content. This example from Magic Spoon shows how fluid forms can be more than just decorative elements. The abstract nature of this composition with no identifiable elements draws the eye on open, helping to entice the reader to consume the email content. The hero of this Buffer email uses irregular shapes, organic mark making, and patterns to brighten up this otherwise text-focused invite email. In this joyful example, they offer crafting ideas for quarantined subscribers, and the generous use of asymmetric shapes brings the email and its message to life. Tattly, a cheerful temporary tattoo retailer, is well known for their imaginative and exciting email marketing campaigns. How brands are using organic shapes in email design Tattly Fluid shapes can also break up content without the use of harsh lines, make visual content more interesting, or create abstractions.Ĭurious how brands are putting organic shapes to work? Here are 6 brands that use fluid, organic shapes to level-up their email design. But how can these irregular forms benefit our email campaigns?Īs with the adoption of most design trends, creatives are looking for ways to boost an email’s engagement and draw the prospect to key messaging and calls-to-action. With email design often taking influence from web trends, it’s only natural that we would start to see organic shapes taking center stage in email compositions.
The irregularities they display rebel against the patterns and rules that define the geometric shapes we’re accustomed to seeing.Ĭurved lines and soft blobs have gained momentum in web design in recent years, helping to make minimal designs more dynamic and draw attention to key content. Organic shapes are often described as forms that take influence from nature. But we’re seeing more and more email designers break up their email designs with shapes inspired by nature-and the results are stunning. Most email designs are driven by symmetry and geometry. In our “Trending in Email Design” series, we look at the hottest digital design trends and dive into how they translate into email marketing.
ORGANIC SHAPES. PLUS
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