Colours are a blessing to humans from God. You might have heard your elders bless with words like; you have a bright future. Let your life be filled with colours and so on. But what do colours do exactly? They are everywhere, you see something they are colours, when you close your eyes, and there are colours. Dark also resembles colour Black. Likewise everywhere, anywhere and everything is made of colour.

This is the root cause why digital marketers want to have a better idea on colours to attract their clients’ attention to do more sales.

Psychological aspects of colours
Colour theory might be a new word but the colours have originated in our life as soon as we are born. Colours perform like connecting channels for mood swings for lust, trust, peace, envy, dirty and so on. We humans have intimate connection with colours. Email marketers associate colours to promote peace, desire, trust and pleasure in mind to make their products and brand more service oriented.

There are seven different colours for different emotions

• Red: Energy, bold, loud
• Orange: Fun, cheerful, friendship
• Yellow: Optimist, humble
• White: Peace
• Black: Negative, hidden, dark, stress
• Blue: Trustworthy
• Green: Prosperous, envy

Choose colour according to your product
Don't choose colours blindly, all colours are good and looks good, but it depends. If you feel at times like blue shirt looks good on you or you look pretty on yellow dress and so on like that. When there are all colours, you prefer few to be favourite colour. There might be any reasons like few colours looks good on you, sentiment, auspicious for starting anything new etc. So based upon the product you are promoting design your colour for it. That must be the goal; later on you can decide which colour will make your client to get associated with you.

For example, your newsletter proposes about baby products or baby needs, to make your clients pleasing, use blue or pink. Colours will come into action, only when there are used to match your brand’s personality.

Choose colour based on gender
Another important colour specification is gender. Generally men are considered to be hard and like attractive colours or dark colours. Women are considered to be soft and like soft or light shade colours, again this depends. According to your target audience prefer the selection of colours. Don't go for a debate which colour needs to be given for "Call to actions" to perform results. This is not going to do any good to you. Keep testing with colours as each and every individual have colour specifications and are different from one another. Using A/B testing more benefits for campaigns.

Spam triggering colour
You might have learned enough about spam rates and how it affects your reputation. Spam triggering words, use of symbols, too much punctuation, exclamation marks, dollar symbols all are the traps for spam filters. But nobody knows tips for avoiding spam filters clearly, as spam filters will not deliberate it. The most important spam loving colour is "RED". Since this colour represents bold, you are likely to garb and force client's attention towards you. Hence Red is considered to be spam triggering colour. In case if you can’t avoid Red colour then use less-red colour in your newsletter.

Business colour codes
We agree that we give different reactions for different colours, as they have a specific place on our emotions. Depending upon the product proposal and depending upon the brand you should pick up colour for your newsletter. For example, if you want your newsletter to convey health issues then you can choose green. If you consider your newsletter to build friendly relationship, then choose orange and so on. All these things are done to make clients attentive and to create trustworthy relationship.

How to add colour psychology?
If you have noticed all newsletters, you would be clear that the heading of the newsletter will be in one colour and the content will be another colour to highlight the content for the clients to read first. Make sure that your newsletter is not loaded with too much colour, use colour sparingly to achieve the reader's attention to be on the subject lines.

Impact of colours on conversions
There is no single colour which stands out best for conversion. Does green button have more conversion rates or the red one? This is meaningless, why because out of hundred people, the person who raises his hand will be noticed immediately, as he is the only single person raised his hand. Likewise researches have shown clearly that client recognises and remembers the one which knocks out from the rest. So keep testing to know what works best for your product.

Conclusion
When you design a newsletter, make sure that colours are part of it, to grab attention of your clients. Those solely are not responsible for making up your results. While giving colours, ask yourself whether you have fulfilled the following rules:

• Does the colour combination projects my brand?
• Have I triggered spam filters by use of more "loud" colour?
• Have I analysed what colour to be given to call to action to increase conversions?
• What emotion does I am expecting from my readers?
• I must Test, test, test and keep testing to analyse my sales ratio.