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I’ve expressed several times in the past how having concise content and the “minimalist look” is the best way to lay out emails. I may be wrong.

Although it’s still imperative that the actual layout is simple to create so that it won’t break in various email clients, I recently read an article called Easy = True, which examines what kind of effect simplicity or complexity has on customers’ reactions.

This article focuses the research on stock-activity, facial features and marketing; describing how things that are relatable and simple to understand are viewed by the general public as reliable, honest, and knowledgeable. Adversely, items that are not as easily recognized can be viewed as complex, abstract and innovative.

So, this article suggests that if the idea you are trying to portray is trust and familiarity, marketers can use tools like easy-to-read fonts, repeating main points, and recognizable images to reiterate that feeling of trust. If your company is trying to appear edgy and original, use more thought-provoking imagery and fonts.

However, no matter what subliminal messaging is communicated to your customers, it is still important to keep a consistent experience with your brand and development. This is especially true in email marketing when you have mere seconds to portray an idea to your customers.