Does color in email make a difference?

Moshe Zviran*, Dov Te'eni, Yuval Gross

*Corresponding author for this work

Research output: Contribution to journalReview articlepeer-review


The appropriate use colors in E-mail can significantly influence a recipient's responsiveness. Color can be a prime attention grabber when and where people's attention is scarce. Color can play an increasingly important role in the presentation of emails. unlike color in print, color in digital documents is inexpensive and increasingly accessible on popular platforms. One can use color of high value and high chroma to create a message context in which the recipient is more inclined to respond positively to the message. The right color helps generate feelings that have been found to induce people to respond favorably to requests and marketing communications. Communicatrion on Web must therefore be emotionally evocative for it to be able to direct attention to the message in question, bearing in mind that color can move people by increasing excitement and lowering tension at the same time.

Original languageEnglish
Pages (from-to)94-99
Number of pages6
JournalCommunications of the ACM
Issue number4
StatePublished - 2006


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