What exactly is Dark Mode?
The term Dark Mode is used for a setting that allows design and content to be displayed in a darkened mode. While many websites and apps have a white or light background as the default setting, this can be set to black or another dark colour in dark mode. Fonts and other design elements are adjusted accordingly to the new background colour.
Dark mode is an option, not a fixed default setting. The dark mode of websites can be set via the browser; apps have a button for this in the settings. When designing the content of websites, emails, etc., it is therefore important to achieve an optimal display in both variants.
Where does the dark mode come into play?
Over the last few years, dark mode has become an integral part of the digital world. All major browsers such as Firefox, Safari or Edge offer this variant. On smartphones and tablets, the entire system can be set to dark mode; the same applies to individual apps or classic applications for PCs and laptops.
This option is often chosen for aesthetic reasons, as the dark display of websites or apps looks more elegant. Savings in electricity and a longer battery life are often hoped for, as the brightness and brightness of screens and displays are among the most important “power guzzlers” among digital devices.
Advantages of the Dark Mode
- Since fewer pixels are brightly illuminated in dark mode, power consumption can be positively influenced. However, this only applies to OLED displays where black pixels are really switched off. The generally set screen brightness also plays a role.
- Due to the dark picture mode, many users report less strain on their eyes. Especially when using a smartphone or PC for a longer period of time, constantly looking into bright light can become a strain.
- Websites and apps in a dark design look more aesthetically pleasing and give the web offering a noble touch. Together with the protection of the eyes, this creates a greater sense of well-being, which can have a positive effect on digital marketing.
Disadvantages of the Dark Mode
- Only a small number of end-user devices are currently equipped with modern OLED technology. Thus, the advantage of low power consumption for most users turns out to be much less than hoped for.
- The readability of the display can suffer depending on the website or app. Texts and inscriptions in particular are not optimally adapted to the light and dark modes, so that the user has to accept compromises in one of the two display areas.
- A very light font colour on a black background looks garish and unpleasantly bright. This can tire the eyes more quickly when reading longer texts than when viewing black text on a light background.
How does the mode influence digital marketing?
For marketers and web developers, the option of Darm Mode has become a challenge. Since it is not possible to plan for one of the two variants alone, menu navigation, textual content and other design elements have to be adapted to the standard presentation and the dark mode.
Creating two design variants is basically no problem. However, no developer can be sure which design scheme a browser or other programme will choose for the dark mode. There are no standards here, such as a black background with grey lettering or similar.
In addition, both representations must fit in with the corporate design. If the logo or signet consists mainly of black colour, it is hardly possible to use a black background in dark mode. It may be necessary to edit the entire corporate design for the digital world, just to make it stand out in both versions.
Also important for email marketing
The mode has far-reaching consequences for email marketing. All major mail clients such as GMail, Apple Mail or Outlook have the dark mode available for users. However, there is no uniform line on how dark mode affects the display of menus and individual mail contents. Variants are:
- Programme in darkened mode, e-mail with all content in the original
- Minor adjustment of colours in emails
- Complete takeover of the dark mode by the e-mail and its contents
This means that marketers cannot plan in a uniform way. As a result, e-mails for marketing purposes must be designed in such a way that they are appealing in each of the modes mentioned. ONELINE provides some tips on this in the following.
Responding correctly to dark mode as a marketer
To ensure that e-mails leave a professional and appealing impression, regardless of the colour mode set, these rules should be followed:
- Users should get an idea in advance from the users of different mail clients of how the dark mode of individual programmes affects written mails.
- Simple background colours and the absence of garish text colours ensure that there are no visual contrasts that are too great in any of the colour modes.
- Dark company logos and other graphic elements should be given a light outline so that they stand out better against a dark background.
- For an illustration of the mail, transparent image files without background should be used, so that they do not receive a visible frame in dark mode.
Conclusion on dark mode in email marketing
Since newsletters continue to be one of the most important advertising tools in email marketing in all sectors, the problem of dark mode should not be ignored. Marketers can only act actively if written emails and newsletters are tested in various systems and programmes. The test should not be a one-off, as mail clients and browsers can adapt their dark mode over time. If you keep your eye on the ball, you will be able to assure old and new customers of optimally readable newsletters.
