Floor Plan Email Design & Case Study
Below is a case study and redesign I did for a marketing email for Timber Home Living. The email is supposed to be promoting “Exclusive Home Tours with Floor Plans” but as you’ll see it fails in that regard. In the left column you’ll see the original design of the email and my thoughts about some of the design problems I found. In the right column, you’ll find my redesigned version of the email and my solutions to some of those design and usability issues. I worked with and guided a digital marketing producer to achieve these results.
ROLE
Email Design, UX, Art Direction, Graphic Design, Typography
Original Email
In the original design (above) you can see a clear need for better visual hierarchy. The single graphic, pulled from a print ad without any consideration for email use, is too small and ineffective at conveying the visual identity. The text is duplicated in the graphic and in the email body which is confusing. There are too many different shades of blue which clash and the call to action feels separate from the body. This is a design that is easy to look past and ignore in your inbox.
Redesigned Email
In my redesign (above) I simplified the messaging by making the headline a single call to action made the main graphic bigger and more compelling by overlying the floor plans and making the graphic look like it’s blending into the body. The illusion creates visual interest by adding depth and reading the main body copy feels easier on the eye. Then your eye is clearly led to the main call to action button, which feels connected to the main message now, with the sponsors separated below it.