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The New Yorker's Email Design System
The New Yorker is the oldest weekly US magazine, offering commentary, criticism, and essays.
Email design system
ModularAesthetics
SophisticatedSubmitted by
Mailmodo
Color
Create impactful experiences and convey brand identity through color.
Primary color
By using a consistent set of primary colors in email design, the brand can be easily recognized and remembered by the recipient. All secondary colors used should be derived from this gradient.
Secondary colors
Secondary colors can be used to add depth and dimension to the email design by creating contrast and highlighting certain elements. A different secondary color should be used for the header, footer, and main body of the email to differentiate the sections..
Typeface
Typography plays a crucial role in presenting design and content in a clear manner.
Headlines & Paragraph
Secondary colors can be used to add depth and dimension to the email design by creating contrast and highlighting certain elements. A different secondary color should be used.
| Text format | Size | Line height | Weight | Letter spacing |
|---|---|---|---|---|
| H1 | 32 px | 1.5 em | Medium | 0 px |
| H2 | 16 px | 1.5 em | Regular | 0 px |
| H3 | 1.5 em | Regular | 0 px | |
| H4 | 1.5 em | Regular | 0 px | |
| Paragraph | 12 px | 1.5 em | Regular | 0 px |
💡 Use different font sizes and weights to create a visual hierarchy that guides the reader.
⚡️ Use a regular or light weight font for the body text to ensure that it's not too heavy and doesn't create visual clutter. Don’t forget to have appropriate letter spacing to ensure that the text is easy to read.
Buttons
Test the placement, color, and text of your buttons to encourage recipients to take action.
Button Type 1
Blocks/ Modules used
Stick to a consistent layout throughout the email to make it easier for recipients to follow the content.
Email width
560 px
Button Type 1
Button Type 2
Header block/module
Use a clear and legible font for the logo and navigation links in the header block and keep it uncluttered.
Header Block
Footer block/module
Include physical address, email address, and social links to make it easy for recipients to contact you.
Footer Block
Templates
Before designing your email template, identify the purpose of the email and the brand messaging.
