27.11.2020 06:49 AM By BrandQuantum
Building Brand Trust

Did you know that the font type and colour used in your emails are one of the first things recipients notice before they begin to read the content? The colour of the font and branding elements used in your email are key to increasing brand recognition[1].  

Every organisation should use a specific font for their emails that aligns with their brand. For larger organisations, this may even be a unique font that they have designed to further differentiate and reinforce their brand in the market.

These fonts may need to be loaded on to each employee’s computer to be able to use them, and as such, they may not appear in the same font on your customer’s computer. This primary font should therefore be used in banners and email signatures, and a secondary font should be used for the body copy. Secondary fonts, that are easily available on most computers and are cross-platform fonts, should be used to align with the brand and ensure that the email appears on the recipient’s end as the sender intended. If a font is not available on the recipient’s PC, Windows will default the font to Calibri.

The colour of the font used in your emails is also important. This should align with the overall brand as colour is one of the most memorable components of a brand. The colour scheme used in emails is key to establishing brand trust with your audience as this is one of the first things recipients will recognise from your brand after the logo.

More than the font type and colour, companies should consider the size and spacing of the font, particularly when using a default font as this will help recipients to recognise emails that are sent from your brand. By keeping the font consistent in terms of type, colour and size, customers will quickly recognise that emails come from your organisation. This aids in building brand trust as it demonstrates that you care as much about the smaller details as you do about your client’s needs.

More than this, as fraudulent emails are a concern for many recipients, consistently branded emails give customers peace of mind that the emails sent from your company did, in fact, come from your organisation. Verification tools can help provide an extra layer of security and reassure your customers that the emails they receive from your organisation are authentic.

Our next post will delve deeper into the content of your emails. In the meantime, if you want to overcome brand consistency challenges with a secure, easy-to-use solution read more about BrandMail here.