EXAMPLE WINBACK EMAIL FEEDBACK Brand Elements Discussion & Feedback Review The following document is an example of my process of providing and reviewing creative feedback with one of my designers. After taking over the team, I noticed one of the designers was struggling to maintain brand consistency In her email designs. The following Is the document I reviewed with her to help course correct and get back on track to be consistent with the rest of the team.
Branded Email Notes Areas where we need to work on brand elements: Colors - There are a lot of instances in these emails where I am finding colors that I am not sure where they are being pulled from. We already have 30+ colors in our branding, let’s stick to those unless we decide otherwise in the the future. Would like to also stay away from pastel colors being used as dominate choices, the visibility Is difficult on big screens and we need to make sure legibility Is a priority. Badges - across the board they are all different and executed in ways that we have never seen before. Curious what the thought process is behind that. I understand wanting to try something new but at times I feel we are trying things for the sake of just being different and not having a real design argument or strategy for doing it. Food for thought, on our highest level brand marketing emails, why are we trying to push the limit - lets make these turn key and save our big, out of the box, ideas for the campaigns that really matter. Slide 6 feature some examples of what I would consider on brand and what I am looking for, and as you can see they are close to what you designed but are way more simplified to put emphasis on what is critical for this style which is: Bright, bold colors Simple/correct hierarchy of deal copy and font treatment Easily visible buttons Heroic bottle images These are turn key where you can swap out a lifestyle or bottle image, etc and it still works
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Winback Emails | Design Option 1 | Short Feedback The hierarchy of the text information is disjointed. The main deal is not prevalent enough, and it’s hard to understand what the consumer is getting. Your eye does not know where to go and because of that it doesn’t follow a natural flow of assessing the design. The badge is in a very light pastel color and is barely visible, we need to keep badges consistent across the board on all our emails. In all our DTC emails, specifically these it is really critical that the deal copy is clear and easy to digest quickly.
BEFORE
NEW DESIGNS Based on Feedback
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Winback Emails | Design Option 4 | Long
Feedback: Based on my previous notes, here are the things that we need to adjust: The pink color, I don’t think this is a color in our branding portfolio Legibility, the light colors with the light font is very difficult to read. The badge, we have never done something like this before, we need to keep it consistent. Please refer to past successful email examples and pull. The stylized waves on the long form email behind the badge. We have never done something like this before, we need to keep it consistent.
BEFORE
NEW DESIGNS Based on Feedback
BEFORE Feedback: The example here on the right, my main concerns are we are using muted, washed out, pastel colors. Additionally the badges are different, one is white with opacity and the other is solid, we need to try and keep these consistent and be more violating colors to contrast the rest of the creative or there is no purpose of having them. Notes to consider to Integrate Into your next pass: we need the copy and the colors pop, and the main deal copy points need to be highlighted properly so your eyes visually move through the information easily.
NEW DESIGNS Based on Feedback
Thank you so much for being open and working with me toward a solution to support you to success.