The digital aesthetic, especially for email, has changed drastically over the last 10 years. Technology has improved, consumers are increasingly savvy and designing for online consumption has become an art form. Across digital channels, we’ve seen a progression from crowded and clunky to sleek and minimalist. In our effort to produce creative with a modern aesthetic, are we depriving our audiences of a positive user experience? Is our creative contributing to tune-out and abandonment?
While the flat design approach has been around for quite some time, I’ve noticed that it is picking up a great deal of momentum in the email space. Essentially, flat design focuses on two dimensional, minimalist designs. In addition, it emphasizes a purely digital experience as opposed to one that echoes aspects of the analog world.
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