Applications
Every email should read like a quiet, well-set page — warm, editorial, and unhurried, never a promotional blast.
Layout & structure
Build emails as a single column with generous whitespace. One idea per email, one clear path to act. Lead with hero photography, follow with a short block of copy, then a single button. Let the message breathe rather than packing it with modules.
| Do | Don't |
|---|---|
| Single-column layout | Multi-column grids that break on mobile |
| Generous whitespace and quiet margins | Dense, edge-to-edge blocks |
| One idea and one primary action | Competing CTAs and stacked offers |
| Hero image, copy, then button | Magazine-style layouts with navigation tabs |
Light warm footer (#F8F6F3) | Heavy, dark, busy footers |
Typography in email
Headlines are set in The Seasons Regular (400) — never italicized, never ALL CAPS. Body copy is Poppins Light (300) at 15px with a line-height of 1.8 for an open, readable feel.
Email clients are inconsistent, so font delivery matters. Embed The Seasons locally via @font-face — never rely on the fallback for emails. Pull Poppins from Google Fonts, and always declare web-safe fallbacks so the email holds its shape when custom fonts fail.
| Role | Typeface | Web-safe fallback |
|---|---|---|
| Headlines | The Seasons Regular (400), embedded | Georgia, serif |
| Body | Poppins Light (300), 15px / 1.8 | Helvetica, Arial, sans-serif |
Color usage
Use the warm palette for all consumer and dealer communications — it should feel inviting, never clinical. Reserve the cool palette for B2B only.
| Token | Hex | Use |
|---|---|---|
| Obsidian | #2D2925 | Text and primary button background |
| Solace | #CBC0AC | Accents and dividers |
| Umber Haven | #E8E4DC | Secondary backgrounds |
| Footer warm | #F8F6F3 | Footer background |
Keep B2C warm. Cool tones read as cold and sterile in the inbox and pull the brand off its quiet, golden register.
Imagery
Photography sets the tone before a word is read. Lead with warmth and emotion, and show finished spaces — not product specs.
| Do | Don't |
|---|---|
| Warm, golden, natural light | Blue-white or clinical lighting |
| Finished, beautiful spaces | Construction or installation in progress |
| Natural materials — wood, stone, glass | Product-only catalog shots |
| Emotion over product | Harsh flash photography |
Because many clients block images by default, never let the message depend on a picture. Carry the meaning in live text and write alt text for every image.
Subject line & copy voice
Confident without arrogance, warm and sensory, aspirational but achievable. Open with a hook, add a line or two of context, then a soft invitation. Use font-weight for emphasis rather than italics or asterisks, and keep bold sparing.
| Do | Don't |
|---|---|
| Confident without arrogance | Salesy or promotional language |
| Warm, sensory, aspirational | "Revolutionary," "game-changing," "best-in-class" |
| Soft invitations | Aggressive calls to action |
| Story beyond the product | Technical jargon without context |
| Plain, quiet subject lines | ALL CAPS, exclamation points, or emoji clutter |
In the spirit of the approved phrases — Make space to live well. Wellness begins at home. Breathe deep. Steam well.
CTA buttons
One primary button per email. Use an Obsidian background (#2D2925) with white text, or an outlined button with an Obsidian border. Solace works as a warm accent on dark backgrounds. Label the action with a calm, editorial phrase — "Discover what's possible," not "Buy now."
| Property | Value |
|---|---|
| Background | Obsidian #2D2925 |
| Text | White, Poppins |
| Alternate | Outlined with Obsidian border |
| Accent on dark | Solace #CBC0AC |
Accessibility
The email should work for everyone, in every client.
- Write descriptive alt text for every image; leave purely decorative images with empty alt.
- Keep body text at 15px or larger and line-height open at 1.8.
- Ensure text-to-background contrast meets WCAG AA — Obsidian on warm light backgrounds passes; pale text on pale grounds does not.
- Carry the core message in live text so it survives blocked images.
- Use a logical heading order and meaningful link text, never "click here."
Pre-send checklist
| # | Check |
|---|---|
| 1 | Single column, one idea, one primary action |
| 2 | The Seasons embedded; Poppins and web-safe fallbacks declared |
| 3 | Warm palette for B2C; cool reserved for B2B |
| 4 | Imagery warm and golden, never clinical |
| 5 | Message holds with images blocked |
| 6 | Alt text on every image; contrast meets AA |
| 7 | Subject line quiet and editorial — no caps, exclaims, or emoji |
| 8 | No italics or asterisk emphasis; bold used sparingly |
| 9 | Footer on light warm #F8F6F3 |
| 10 | Brand rendered as "Thermasol" throughout |