Colours can evoke many different meanings and emotions, depending on their usage. For example, red creates a sense of urgency, which is why you often see it used when a shop is going into sale. Whereas greens promote a sense of tranquillity and well-being; often used by health shops and spas to relax their customers.

The colours that are right for you depend entirely on your brand, services and the kind of emotion you want to evoke in your customers. It’s crucial to think carefully about the colours you’re using for your email campaigns, and what these colours are saying about your brand.

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Research has shown people make hundreds of subconscious decisions about an environment or product within seconds of exposure; and around 75% of these decisions are based on colour.

This blog post explores some of the trending colours from Pantone for Autumn 2017, along with the influence they can have on potential customers.


Greens generally evoke feelings of freshness, hope and well-being. You can try a teal shade of green for something more elegant and calming.

Trending colour: Greenery. HEX: #92B558

Why it's hot right now: Greenery was picked as ‘Colour of the year 2017’ by the Pantone Colour institute. It can be paired with neutrals, brights, deeper shades and pastels. “Illustrative of flourishing foliage and the lushness of the great outdoors, the fortifying attributes of Greenery signals consumers to take a deep breath, oxygenate and reinvigorate.”

Reds and oranges

Reds and oranges grab attention. Shades of red can signify importance, danger, but also passion. Orange is often seen as lively and fun, but picking a fruity, mid-tone orange can also evoke feelings of freshness.

Trending colour: Grenadine. HEX: #DC4C46

Why it's hot right now: Grenadine is described as “A powerful, evocative, dynamic red. Grenadine is a confident and self-assured attention-getter.” A perfect colour for CTAs and exciting sale announcements.


You may have noticed blue is a popular choice for tech company logos (Twitter, Facebook, LinkedIn, Skype, PayPal, Shazam, etc); this is due to feelings of trustworthiness, responsibility, and security associated with these colours. It can also be a very calming colour.

Trending colour: Marina. HEX: #4F84C4

Why it's hot right now: Marina is considered “Cool with an enhanced vitality, Marina is the only truly cool colour in the fall palette that brings with it freshness and brightness.”

Browns and Neutrals

Brown is perfect for conveying authenticity. It’s warming, comforting and ideal for Autumn campaigns. Neutrals are timeless and give products a premium look.

Trending colour: Butterum. HEX: #C48F65

Why it's hot right now: “This snug, warming, and toasty shade is evocative of drinking a glass of Butterum by a roaring fire on a cool autumn evening.” (Pantone Fashion Colour Report Autumn 2017).

Pinks and Purples

Pinks and purples are a diverse set of colours that can evoke a range of different moods, so they must be used with care. Gentle, light pastels and rosy pinks connote sweetness and innocence. A deep purple is theatrical, serious and signifies sophistication; whereas more red-based berry purples and pinks, such as Pink Yarrow, are attention-grabbing and luxurious.

Trending colour: Ballet Slipper. HEX: #F3D6E4

Why it's hot right now: Ballet Slipper is “Descended from the Red family but with a softer touch, Ballet Slipper is always flattering and reminiscent of the rosy glow of health.”

So what should you choose?

A word of warning: Colours will look different on varying screen sizes and resolutions; be sure to try them on a few different devices and monitors before deciding on a colour scheme.

Remember, the colours you use can have a massive impact on how the customer reacts to your emails. Promoting a sale? Use red, it will ignite an urgency in your customers and compel them to buy now, not later. Perhaps you are trying to convey a serious message to your audience? If this is the case, then purple may be the colour of choice.

You should always be re-evaluating the colours you are using in your email campaigns, as they are likely to change from campaign to campaign, and depending on the message you want to promote.

If you’ve enjoyed this post, I also wrote up my email coding cheat sheet recently - you can find that here.

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