There isn’t a color in email marketing that will automatically guarantee success for your brand—but choosing the wrong color can mean your brand is overlooked by your target market. In fact, it is more likely that personal experience will determine what colors are attractive to an individual rather than a broad definition that determines what feeling each color evokes. So, rather than choosing colors based on the stereotypical meaning of color (ie. red means hot or fiery or angry and blue means calm or sad), choosing colors that are expected to be associated with a particular brand is more important. The more familiar a brand because of color association, the more comfortable a consumer is with it, and the more positively they react to the brand simply because it is familiar.

Brand personality types and what traits are associated with those brand types may have more influence over how a person reacts to a product or business than what colors are used.

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