You’ve done the work—built your list, crafted compelling copy, optimized your subject line, and finally hit “send.” Now comes the part that separates solid campaigns from truly effective ones: clicks. Specifically, what gets people to actually click inside your email? One of the most overlooked (but wildly impactful) factors is design.
And right at the center of this design tug-of-war is a question marketers have been quietly debating for years: Should your email pop with bright colors, or should you keep it clean and minimal?
So let’s settle this with real talk, behavior-backed insights, and actionable advice. We’re talking email click rates, not design theory.
What Visuals Have to Do With Clicks
Clicks are about momentum. The subject line gets the open. The copy builds interest. But the design? The design either pushes someone to click—or gets in the way. Your design choices guide the eye, shape how your message is consumed, and determine whether your CTA gets noticed or ignored.
So when it comes to increasing click rates, color and simplicity aren’t just aesthetic decisions. They’re strategic tools.
The Case for Bright Colors
Bright colors are like someone yelling “HEY YOU!” in a crowded room. They grab attention, bring energy, and can immediately direct focus to key elements like buttons and offers.
Pros of Bright Colors
✔ Draw attention to CTAs – Bright buttons (think orange, red, green) often outperform muted ones.
✔ Increase brand recall – Vibrant visuals stick in memory longer.
✔ Create urgency – Warm colors in particular can stimulate quicker action.
Cons of Bright Colors
✖ Can feel overwhelming – Too much color and your message gets lost in the noise.
✖ Clashes with certain brand identities – If your brand voice is calming, a neon palette might confuse your readers.
✖ Risk of looking spammy – Overusing bright tones can make your email look like a pop-up ad from 2006.
The Case for Minimalistic Design
Minimalist design is all about clarity. Think whitespace, clean fonts, a limited color palette, and focused messaging. When done right, minimalism puts the spotlight on your content and call-to-action.
Pros of Minimalism
✔ Cleaner user experience – Nothing distracts from the message.
✔ Faster load times – Simpler designs load better on mobile and slow connections.
✔ Professional, high-trust appearance – Especially valuable in B2B or high-ticket item emails.
Cons of Minimalism
✖ Risk of blending in – A plain layout might not stand out in a colorful inbox.
✖ Can feel sterile – Too much simplicity might come off as boring or corporate.
✖ Harder to direct attention – Without contrast, buttons and CTAs might go unnoticed.
What the Data Says About Design and Email Click Rates
Real-world data paints an interesting picture:
- Colorful CTA buttons (especially red and orange) often outperform neutral tones by 20% or more.
- Emails with a clean layout and one clear CTA see higher engagement than cluttered, multi-offer designs.
- Whitespace around a button or link increases the likelihood of a click.
In other words: the highest-performing emails blend focus with flare. You need clarity and personality.
The Smart Compromise: Focused Design + Strategic Pops of Color
You don’t need to pick a side like it’s a design version of dodgeball. The most effective emails usually take the best of both worlds.
- Use a minimal layout to maintain clarity.
- Add strategic splashes of color to highlight your CTA or key offer.
- Stick to one or two bright tones—any more, and it starts to look chaotic.
This “hybrid” approach increases click rates while maintaining a clean, professional look.
Top Email Marketing Tip: Design for the Click, Not the Compliment
One of the biggest mistakes I see (and yes, I’ve made it too) is designing emails to impress ourselves. You know the ones—beautiful to look at, but somehow… flat. No clicks. No action.
The most effective design is the one that guides the user naturally to the CTA. That might mean using whitespace, a bright button, or an image that subtly leads the eye toward the next step.
And the right platform matters too. At Tarvent, we’ve made sure our editor makes this balance easy—clean templates, drag-and-drop customization, and analytics that actually tell you what worked (and what didn’t).
Conclusion
So, bright colors or minimalism? The truth is, click-worthy design isn’t about picking a side. It’s about using design elements purposefully. If bright colors help drive attention to your CTA, use them. If whitespace helps clarify your message, embrace it.
Design for clarity. Highlight what matters. And always put the click first.
Because in email marketing, it’s not the prettiest email that wins—it’s the one that works. And if you’re looking for a platform that lets you design smart without hiring a designer, Tarvent is your secret weapon.
TLDR
- Bright colors grab attention and boost CTA visibility.
- Minimalism offers clarity and professionalism.
- The best design blends both: clean layout + smart color use.
- Focus your design on increasing click rates, not impressing yourself.
- Tarvent helps you test, learn, and grow with smarter design tools.
%201.svg)
