When it comes to your CTA button, every design decision matters. After all, your email’s call to action is the driving force behind your entire campaign. You want readers to take action — whether you’re asking them to register for an event, make a purchase or read more of your content.
Color is one of the most significant features in making your CTA button noticeable and actionable. But how do you know which color to choose? Today, we’ll take a closer look at how brands choose the best CTA button color for their emails.When it comes to your CTA button, every design decision matters. After all, your email's call to action is the driving force behind your entire campaign. Click To Tweet
Two approaches to choosing the best CTA color
1. Use your brand color
Often, a brand will choose a CTA button color that matches its logo color (which typically appears in the header). Here’s what a matching scheme looks like in action with HelloFresh — peep the lime-colored logo and coordinating CTA button.
Subject line: Get $90 off! Avoid the crowds, get dinner delivered.
Petco does the same thing in this example. The pet retailer recently rebranded to have a navy logo instead of red, and the navy CTA buttons in this email match the logo that appears up top.
Subject line: Give them a new home for the holidays 🏠
It’s also easy to spot these pale pink CTA buttons that perfectly align with Billie’s color scheme.
Subject line: Need a gift?
A matching CTA button color and header help establish design cohesion in your message. When a color repeats itself throughout an email — especially at the top and bottom — it helps the whole message look balanced and unified.
What’s more, this is an easy way to reinforce your brand. If you’ve signed up for Petco emails, chances are, you could squint your eyes and still recognize one of their emails, even if it’s blurry. Their email design is consistently formatted and accented by the brand’s navy-and-white color scheme (or, before the rebranding, with the color red).
2. Match the email’s color scheme
Matching your logo/header to your email’s CTA button isn’t the only way to choose a color. Many brands go a different route and choose a CTA color that works within the color scheme of a particular email or campaign. Icing company Wilton often changes button color between emails, using either their brand colors (purple and yellow), seasonal colors (red for an email sent during autumn) or colors that match the other design elements of the message.
Likewise, Instacart also updates its CTA button color from email to email, with one green button and one orange button seen here. Both green and orange are Instacart brand colors. But the company switches things up within this basic color palette to find the most appropriate color for each message.
Changing your CTA button color from one email to another is effective when you have a well-established style guide and visual identity. Even when you change color schemes from email to email, your emails still reflect the look of your brand.
How to choose a color scheme
Color has a big impact on how we interpret information. When you’re choosing a color — whether it’s for your CTA button or even for your logo or brand — it’s important to consider the connotations of that color.
While color interpretation is highly dependent upon personal experiences, certain generalizations can be made about the psychology of color. This Color Emotion Guide from the Logo Company is often cited as a general guide:
People also tend to judge a color based on how appropriate they feel it is for a particular brand. In other words, your customers gauge whether a color fits your brand personality. This means there’s no single “right” color to choose. It’s more a matter of what color evokes the energy and personality of your brand.
Blue might be the best CTA color
In an analysis from Really Good Emails, there was a clear winner when it came to a color used most often for CTA buttons: blue.
In general, blue is also popular as a favorite color among men and women. Neil Patel explains that both men and women like blue the most.
Still another important color consideration is the “isolation effect,” which is basically the idea that something looks more or less attractive depending on what it’s surrounded by. When it comes to color, some research has shown that people have a preference for one strong, bold color that stands out more than the rest.
For example, even though the red CTA button in the example below boosted conversions by 21%, Help Scout points out that the driving force for the popularity may be the fact that red stands out more prominently when compared to the body of the email:
Combine the popularity of the color blue with the isolation effect, and you get a CTA button that can’t be missed, like in this email from nonprofit To Write Love On Her Arms:
Subject line: You shouldn’t have to wait! This global deal starts now.
TWLOHA uses black and blue as its brand colors, so this beautiful blue CTA button is on-brand and stands out in the best way possible.
Wrap-up: CTA color best practices
Have you decided on the best CTA color for your email? Make your vision come to life with the BEE email editor! When you design your emails in our BEE editor, your CTA buttons will always be bulletproof — no coding required. And for even easier designing, simply choose from our library of templates. We have free email templates available for promotions, holidays and events email templates so you can design better and quicker than ever. And our CTA buttons are always customizable. Happy designing!
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