Dark Mode Email Best Practices

Dark Mode Email Best Practices

Dark mode email best practices include using real text instead of text in images, avoiding text on background images, preparing light and dark logo versions, using dark mode media queries for Apple Mail, choosing midtone colors that invert gracefully, and testing in Gmail apps on iOS and Android.

Quick Answer

Dark mode email best practices include using real text instead of text in images, avoiding text on background images, preparing light and dark logo versions, using dark mode media queries for Apple Mail, choosing midtone colors that invert gracefully, and testing in Gmail apps on iOS and Android.

Essential Best Practices

Use Real Text, Not Text in Images

Why it matters: Text baked into images never inverts, creating rigidity and accessibility problems. Real text works with Gmail's inversion system.

Best practice:

• Write text in HTML, not in image files
• Use web fonts for styled text
• Avoid image buttons with text
• Use CSS for text styling

Example:

❌ Poor: <img src="headline.png" alt="Special Offer">
✅ Good: <h1 style="font-size: 24px; color: #333333;">Special Offer</h1>

Avoid Text on Background Images

Why it matters: Gmail inverts background colors but not images, making contrast unpredictable when text is overlaid on background images.

Best practice:

• Don't overlay text directly on background images
• Use solid color backgrounds for text areas
• Add semi-transparent overlays if you must use background images
• Test contrast in both light and dark mode

Prepare Logo Variants

Why it matters: Some logos cannot survive inversion. Transparent logos vanish on dark backgrounds, and black elements disappear.

Best practice:

• Create light version for dark backgrounds
• Create dark version for light backgrounds
• Use CSS media queries to switch (for Apple Mail)
• For Gmail, choose a logo that works in both modes

Example:

/* For Apple Mail */
@media (prefers-color-scheme: dark) {
  .logo { content: url('logo-light.png'); }
}
.logo { content: url('logo-dark.png'); }

Use Dark Mode Media Queries

Why it matters: Apple Mail and iOS Mail support dark mode media queries, allowing you to provide custom dark mode styling for a large share of your audience.

Best practice:

• Add @media (prefers-color-scheme: dark) styles
• Define dark backgrounds and light text
• Provide custom styling for Apple Mail users
• Remember this won't affect Gmail mobile

Example:

@media (prefers-color-scheme: dark) {
  body {
    background-color: #121212;
    color: #ffffff;
  }
  .button {
    background-color: #ffffff;
    color: #121212;
  }
}

Choose Midtone Colors

Why it matters: Extreme light or dark values shift too far during inversion. Midtone colors move less dramatically and work better in both modes.

Best practice:

• Avoid pure white (#FFFFFF) and pure black (#000000)
• Use midtone grays and colors
• Test how colors look when inverted
• Choose colors that work in both light and dark mode

Examples:

• ❌ Poor: Pure white (#FFFFFF) or pure black (#000000)
• ✅ Good: Midtone gray (#666666) or medium blue (#4A90E2)

Test with Email Testing Tools and in Gmail Apps

Why it matters: Gmail behaves differently across devices. There's no shortcut—you must test in the actual apps to see how your email looks.

Best practice:

• Use email testing tools like MailMoxie to identify dark mode and accessibility issues with clear recommendations on what to fix and how to fix it
• Send test emails to Gmail accounts
• Test on iOS Gmail app
• Test on Android Gmail app
• Switch between light and dark mode
• Fix issues you discover

What to check:

• Background colors invert correctly
• Text remains readable
• Logos are visible
• Buttons work properly
• Overall appearance is acceptable

Design for Both Modes

Why it matters: Dark mode is here to stay. When your design holds together across both modes, you keep your message sharp and brand consistent.

Best practice:

• Design with dark mode in mind from the start
• Test early and often
• Accept that Gmail will invert colors
• Focus on making designs that work in both modes

Quick Reference Checklist

✅ Text: Use real HTML text, not text in images
✅ Backgrounds: Avoid text on background images
✅ Logos: Prepare light and dark versions
✅ Media queries: Use for Apple Mail support
✅ Colors: Choose midtone colors that invert gracefully
✅ Testing: Test in Gmail apps on iOS and Android
✅ Contrast: Ensure text remains readable after inversion
✅ Design: Plan for both light and dark mode from the start

Common Questions

Q: Do I need to follow all best practices immediately?

A: Start with the most critical: use real text, avoid text on images, and test in Gmail. Gradually implement other practices. Focus on high-priority emails first.

Q: Can I prevent Gmail from inverting my email?

A: No, you cannot prevent Gmail from inverting colors on mobile apps. You must design your email to work with inversion in mind.

Q: What if my logo disappears in dark mode?

A: Create a light version of your logo for dark backgrounds. For Apple Mail, use media queries to switch logos. For Gmail, choose a logo that works in both modes.

Q: How do I know if my colors will work in dark mode?

A: Test in the actual Gmail app. Switch between light and dark mode to see how colors look. Midtone colors generally work better than extreme values.

Q: Do I need to test every email in dark mode?

A: Test your templates and new designs. Once you establish patterns that work, you can rely on those for routine emails, but always test new designs.

Q: Are there tools to preview dark mode?

A: Email testing tools like MailMoxie can identify dark mode and accessibility issues with clear recommendations on what to fix and how to fix it. Some tools also show dark mode previews, but nothing replaces testing in the actual Gmail app on iOS and Android.

Q: What about other email clients?

A: Each client handles dark mode differently. Gmail is the most problematic. Apple Mail supports media queries. Test in multiple clients if possible.

Q: How important is dark mode support?

A: Very important. Many users use dark mode, and broken emails hurt engagement and brand perception. Dark mode is here to stay.

Key Takeaways

• Use real HTML text instead of text in images—text in images never inverts and creates accessibility problems
• Avoid text on background images—Gmail inverts backgrounds but not images, making contrast unpredictable
• Prepare both light and dark logo versions—some logos can't survive inversion without alternatives
• Use dark mode media queries for Apple Mail—improves experience for a large share of your audience
• Choose midtone colors—extreme light or dark values shift too far during inversion
• Use email testing tools like MailMoxie to identify dark mode and accessibility issues with clear recommendations on what to fix and how to fix it
• Test in actual Gmail apps—there's no shortcut, you must test on iOS and Android
• Design with dark mode in mind from the start—it's easier than fixing later
• Accept that Gmail will invert colors—design to survive inversion rather than fighting it
• Dark mode is here to stay—when your design holds together across both modes, you keep your message sharp and brand consistent