How to Say Sorry Like You Mean It
May 25, 2010: Anthropologie's New Look
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From: Anthropologie Subject Line: Beach-bound outfits. Date: Thursday, May 13, 2010 Subject Line: Outfits, at once utilitarian and sweet. Date: Wednesday, May 19, 2010 Subject Line: Frills and florals for your feminine side. Date: Saturday, May 22, 2010 Anthropologie has updated their look. New elements include a script headline, color splat, faded typewriter text and a broken up hero image. While the designs are nice to look at, I find the headlines difficult to read. Also, none of the fonts are HTML fonts, so images must be enabled in order to read the email. Is it worth having a great design if it means more work for your subscribers? I'd love to get other people's opinions, share your thoughts! |
Comments
I have to agree with you on the headlines. I like the look of the script headline, but it takes me awhile to see what it says! Anthropologie usually has great headlines to go with the theme of their email, I can sort of pick up what the headline is but it does take awhile. Maybe I need a new vision prescription...?
Posted by: Andrea Taylor | May 25, 2010 11:03 AM
That is always an argument with me as well. While from a design standpoint the light gray us nice and the script is on brand, it is SOOOO hard to read in email. Making things easy to read while providing value and brand positioning is key.
I like the idea of the highlight as the button or action, and if it matches the site then I am sure it will work. I had to process them to see where to click as I am not a shopper with them.
While I love the design - it is not an easy one read.
Posted by: Dylan Boyd | May 25, 2010 12:12 PM
This makes me think of Chad White's recent Email Insider article about making emails readable for Baby Boomers (often the subscribers with the most purchasing power, including for high-end clothing brands like Anthropologie). Not being able to read a message is frustrating.
I'm a huge fan of Anthropologie emails and I love the feel of their summer campaign, but the font has been a deterrent for me, too.
Posted by: Alex Madison | May 27, 2010 10:43 AM