Light vs Dark A/B test

I just finished designing a series of dark email templates, for the Hard Rock Hotel Chicago. While hunting for inspiration, I got wrapped up in the light vs dark debate.

Loving any excuse to play with color, I sent out an a/b test for our newsletter.

1. A/B Test Emails {Full Email}

Guess which got the most clicks? Scroll down to find out.

Light & Dark newsletter a/b

Above is a cropped shot of our newsletter, view full-length.


2. Light won with 150% more clicks {View light}

Did you guess right?

Felipe recommended I test a white box against a dark background.

You should try making an AB test w/whitebox /black bg and vice versa… believe this time the dark bg wins - @fspereira

Light box on dark bg

I’m going to A/B test the above vs. light-on-light next month (with bigger test group). People find dark copy on light backgrounds easier on the eyes, but I love the drama of dark design.

Is this the sweet spot?


Dark vs light tests are not just for b2b. Top Uk retailers Evans and Oasis, both switched from a dark to light design last month.


2 Responses to “Light vs Dark A/B test”

  • optivo E-Mail-Marketing-Blog
    February 26th, 2010 12:41

    […] Newsletter erzielte 150% mehr Clicks. Erraten Sie, ob es die helle oder dunkle Variante war? → Auflösung […]

  • Light vs. Dark Blog Designs – Design Versus Week
    September 5th, 2010 21:02

    […] dark color scheme gen­er­ally makes mar­ket­ing your brand harder. It has been proven that a lighter color scheme is bet­ter than a dark color scheme in terms of click-through rates. […]