Dark mode inverts the typical screen colour scheme. The background becomes dark and the text becomes light. If your email design uses a light background with dark text, it is simply reversed to the opposite.
Two MarCloud logos side by side showing poor render on dark background
Dark mode is a display setting that users can choose cambodia phone number to switch on or off, as it suits them. We see dark mode as an option for Apple and Android devices, social networking apps, and email clients.
Why do users like dark mode?
There are many touted benefits to dark mode including:
Light text on a dark background has higher contrast and reduces eye strain.
It’s more comfortable for reading in low light settings.
It reduces blue light exposure which is proven to have health impacts.
There is evidence that dark mode saves device energy, increasing battery life.
We'll be upfront here and share that there are also arguments against some of the benefits above. Ultimately though, according to a recent study, 81.9% of smartphone users use dark mode in 2022 and this number is sure to increase as dark mode becomes even more popular in years to come! So, whether the claims of positive health impacts and readability are fully accurate or not, the rate of adoption tells us marketers need to cater to dark mode regardless.
We’re already seeing this evidenced in a rising expectation for websites to provide dark mode options too. This is why we’re rolling out this display setting for our own site - check it out here.
MarCloud website in light and dark mode side by side
How should email templates be optimised?
There’s no disputing the fact that dark mode can severely impact email design.
What looks great in light mode can change almost entirely in dark mode. Not because the layout or structure of the email HTML is altered. It is because a dark background against images with a white background looks odd.
This means that marketers must be designing email templates for dark mode. It’s now a best practice of great email marketing, whether you’re using Pardot (MCAE) or Marketing Cloud.
It is not a case of creating duplicate email templates. Nor is it completely reworking your existing email design. Dark mode-friendly means improving your current templates so they render in the best possible way for recipients.
Here’s how to ensure your emails display well in dark mode:
Use png images with transparent backgrounds
Images with white backgrounds will be highly visible and look clunky in dark mode:
Two MarCloud logos side by side showing poor render on dark background
The optimal format is PNG images with transparent backgrounds. Your images will look slick and modern in either display setting. Be sure to consider all images in your template including logos and social icons.
MarCloud logo in light and dark mode
Optimise image styling
You can go one step further and add styling that will only be visible with dark mode enabled. Light translucent elements will show up well in dark mode. Adding a light translucent border to your image and text will make them stand out!
Marcloud logo in dark mode with translucent styling