{"id":5474,"date":"2018-11-17T00:00:00","date_gmt":"2018-11-17T00:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/blog\/email-designers-next-challenge-apple-dark-mode\/"},"modified":"2026-03-10T09:54:14","modified_gmt":"2026-03-10T13:54:14","slug":"email-designers-next-challenge-apple-dark-mode","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/email-designers-next-challenge-apple-dark-mode","title":{"rendered":"Email Designers, Here\u2019s Your Next Challenge: Apple\u2019s Dark Mode"},"content":{"rendered":"<figure id=\"post-21958 media-21958\" class=\"alignnone\"><\/figure>\n<figure id=\"post-21959 media-21959\" class=\"alignnone\"><\/figure>\n<figure id=\"post-21962 media-21962\" class=\"alignnone\"><figcaption><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Apple\u2019s 15th release of its desktop operating system,\u00a0macOS Mojave, comes with a prominent new feature: <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/developer.apple.com\/videos\/play\/wwdc2018\/210\/\"><b>Dark Mode<\/b><\/a><span style=\"font-weight: 400;\">. Dark Mode relies on a darker color palette for all windows, views, menus, and controls, making the interface more suitable for work in low-light environments or at night. <\/span><span style=\"font-weight: 400;\"> Users can set Dark Mode as their default interface style, or have their Macs automatically switch between Light and Dark Mode depending on the time of day. \u00a0<\/span><\/p>\n<div style=\"display: flex; justify-content: center;\"><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/TWEJar9Q3HY?si=cIGQwNFrUwn8kOeO\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p><span style=\"font-weight: 400;\">Dark Mode provides a dark theme for all major desktop apps, including Finder, iTunes, Photos, and what&#8217;s most important for us email geeks: <\/span><strong>Apple Mail.<\/strong><\/p>\n<figure id=\"post-21960 media-21960\" class=\"alignnone nudged\"><img decoding=\"async\" class=\" shaded\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/6_image3.png\" alt=\"Apple Mail in Light Mode\" \/><figcaption>Apple Mail in Light Mode<\/figcaption><\/figure>\n<figure id=\"post-21962 media-21962\" class=\"alignnone nudged\"><img decoding=\"async\" class=\" shaded\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/7_image1.png\" alt=\"Apple Mail in Dark Mode\" \/><figcaption>A personal email in Dark Mode<\/figcaption><\/figure>\n<h2><b>How does Dark Mode Impact Email Design?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Good news: Dark Mode <\/span><i><span style=\"font-weight: 400;\">does not<\/span><\/i><span style=\"font-weight: 400;\"> impact HTML emails at all by default. Dark Mode is only applied to personal and plain text emails. Even if you do not have a <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/background-colors-html-email\/\">background color defined in your HTML email<\/a>, the background is still rendered as white. So you don\u2019t have to worry about Dark Mode messing with your code or rendering experience for regular HTML emails out of the box.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However,<\/span> <span style=\"font-weight: 400;\">bright colored <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-ultimate-guide-to-background-images-in-email\/\">email backgrounds<\/a> can create a <\/span><i><span style=\"font-weight: 400;\">very<\/span><\/i><span style=\"font-weight: 400;\"> jarring experience for end users in Dark Mode. Having emails that switch from being dark to light (and vice versa) is exhausting to the eye and makes for a subpar reading experience for the subscriber.<\/span><\/p>\n<figure id=\"post-21962 media-21962\" class=\"alignnone nudged\"><img decoding=\"async\" class=\" shaded\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/7_image1.png\" alt=\"Apple Mail in Dark Mode\" \/><figcaption>A personal email in Dark Mode<\/figcaption><\/figure>\n<figure id=\"post-21961 media-21961\" class=\"alignnone nudged\"><img decoding=\"async\" class=\" shaded\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/7_image2.png\" alt=\"A text-only email in Dark Mode\" \/><figcaption>A text-only email in Dark Mode<\/figcaption><\/figure>\n<figure id=\"post-21961 media-21961\" class=\"alignnone\"><figcaption><\/figcaption><\/figure>\n<figure id=\"post-21958 media-21958\" class=\"alignnone nudged\"><img decoding=\"async\" class=\" shaded\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/4_image6.png\" alt=\"HTML Email in Dark Mode, no background color defined\" \/><figcaption>HTML Email in Dark Mode, no background color defined<\/figcaption><\/figure>\n<h3><b>Inconsistent rendering across Apple Mail and Safari<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">What&#8217;s odd is that Apple Mail\u2019s behavior in Dark Mode doesn\u2019t match that of Safari. By default, if you do not have a <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/background-colors-html-email\/\">background color<\/a> applied for your website, Dark Mode in Safari will apply its default dark background, causing the rest of the website design to &#8220;break.&#8221; So web designers actually face a bigger challenge than email designers for once. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><br \/>\nhttps:\/\/twitter.com\/kkuldar\/status\/1006215528321572871<\/p>\n<h3><b>How can we optimize our email designs for Dark Mode?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Here\u2019s the bad news: There is no way to specifically target Dark Mode via CSS. Dark Mode is introducing a new user setting that <\/span><i><span style=\"font-weight: 400;\">isn&#8217;t<\/span><\/i><span style=\"font-weight: 400;\"> supported by any universal standard yet.<\/span><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"qme\" dir=\"ltr\">\ud83d\ude14 <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/hashtag\/filearadar?src=hash&amp;ref_src=twsrc%5Etfw\">#filearadar<\/a> <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/t.co\/ea6uUd6SZC\">https:\/\/t.co\/ea6uUd6SZC<\/a><\/p>\n<p>&mdash; Guilherme Rambo (@_inside) <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/_inside\/status\/1007396054961180673?ref_src=twsrc%5Etfw\">June 14, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p><span style=\"font-weight: 400;\">This has triggered a massive discussion around the necessity for <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/understanding-media-queries-in-html-email\/\">media query<\/a> support for dark themes. Apple is currently experimenting with a private API for Dark Mode using this media query:<\/span><\/p>\n<pre><code style=\"background: #272822; margin: 0 0 25px 0; color: #efefef;\"><span style=\"font-weight: 400;\">@media (prefers-dark-interface)<\/span><\/code><\/pre>\n<p><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/Keithamus\/status\/1007557906378706944\"><i><span style=\"font-weight: 400;\">*Hat tip to Keith Cirkel for the find<\/span><\/i><\/a><\/p>\n<p><span style=\"font-weight: 400;\">However, Apple is being cautious about exposing anything as they want to work to create a universal standard:<\/span><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">You said it, not me. \ud83d\ude09<\/p>\n<p>We\u2019re considering adding a web-exposed media query, but it requires some more thought. Standardization is a thing, and API is forever. \ud83d\ude42<\/p>\n<p>We\u2019d love to hear any thoughts y\u2019all have in Radar or the public WebKit bug tracker (<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/t.co\/YTOGyIsAyz\">https:\/\/t.co\/YTOGyIsAyz<\/a>).<\/p>\n<p>&mdash; Ricky Mondello (@rmondello) <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/rmondello\/status\/1007400236514504706?ref_src=twsrc%5Etfw\">June 14, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p><span style=\"font-weight: 400;\">Microsoft has already <\/span><span style=\"font-weight: 400;\">introduced this vendor-specific media query<\/span><span style=\"font-weight: 400;\"> that describes whether an application is being displayed in high contrast mode:<\/span><\/p>\n<pre><code style=\"background: #272822; margin: 0 0 25px 0; color: #efefef;\"><span style=\"font-weight: 400;\">\n<span style=\"font-weight: 400;\">@media (-ms-high-contrast)<\/span><\/span><\/code><\/pre>\n<p><span style=\"font-weight: 400;\">There is also <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/github.com\/w3c\/csswg-drafts\/issues\/2735\"><span style=\"font-weight: 400;\">this fantastic thread<\/span><\/a><span style=\"font-weight: 400;\"> in the W3C CSS Working Group&#8217;s Github on this issue. Personally, I do fancy the proposition of prefers-ui-theme with the values light-on-dark, dark-on-light, and no-preference. It&#8217;s logical, specific, and simple.<\/span><\/p>\n<h3><b>Alternative Ways to Optimize Your Emails For Dark Mode<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">But here\u2019s the good news. Just because you can\u2019t specifically target Dark Mode users (yet), that doesn\u2019t mean you can\u2019t optimize for the Dark Mode reading experience. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Experiment with background colors other than white that look great and work well in both the light and dark environment. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Plus, we can optimize our email designs by creating a <\/span><b>Dark Mode or accessibility switcher<\/b><span style=\"font-weight: 400;\"> with WebKit targeting that lets users toggle between a light or dark design.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here is a basic demo concept:<\/span><\/p>\n<figure id=\"post-21960 media-21960\" class=\"alignnone nudged\"><img decoding=\"async\" class=\" shaded\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/Screen20Recording202018-09-1320at2008.2420PM.gif\" \/><\/figure>\n<p>You can <a rel=\"noopener\" href=\"https:\/\/litmus.com\/builder\/2c6de50\">send yourself a test of the above code<\/a> in Dark Mode to play with. The simple premise is you use a checkbox that changes the background and text color styles depending on whether it is toggled or not. This type of interactivity is supported primarily in Apple Mail, iOS Mail, and Outlook for Mac, which accounts for <a rel=\"noopener\" target=\"_blank\" href=\"http:\/\/emailclientmarketshare.com\/\">~42% of global market share currently<\/a>.\u00a0<span style=\"font-weight: 400;\">Take a look at a <\/span><span style=\"font-weight: 400;\">full email<\/span><span style=\"font-weight: 400;\"> designed to have a light and dark mode with an accessibility switcher.<\/span><\/p>\n<figure id=\"post-21962 media-21962\" class=\"alignnone nudged\"><img decoding=\"async\" class=\" shaded\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/Screen20Recording202018-09-1320at2008.1820PM.gif\" alt=\"Apple Mail in Dark Mode\" \/><figcaption>This technique was created\u00a0<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/paul_airy\">Paul Airy<\/a>\u00a0in his\u00a0<a rel=\"noopener\" target=\"_blank\" href=\"http:\/\/www.beyondtheenvelope.co.uk\/\" target=\"blank\" rel=\"noopener noreferrer\">Beyond the Envelope<\/a>Type:E newsletter.<\/figcaption><\/figure>\n<p><strong>Here are macOS Mojave&#8217;s Dark Mode Colors:<\/strong><\/p>\n<ul>\n<li><strong>Background:<\/strong> #2d2d2d<\/li>\n<li><strong>Text Color:<\/strong> #dfdfdf<\/li>\n<li><strong>Link Color: <\/strong>#1b89ef<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">So, given those values, we can create an interactive switcher that changes our design to use a background of #2d2d2d to match the rest of Apple Mail&#8217;s Dark Mode design and use the standard text colors Dark Mode uses or customize to other colors as we see fit.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This also provides the opportunity to capture subscribers&#8217; preference over whether they prefer a light or dark theme email to display by default. Imagine a subscriber setting their theme preference in your app or newsletter settings, which gets stored in your ESP, and then gets served as the default theme for all future emails. I&#8217;m personally excited and hopeful that we will see this level of personalization stem from this environment. Granted, this approach isn&#8217;t entirely bulletproof (nothing is with email), as users could open in another app for instance, but it at least takes their preference into account (this also highlights why we need support for targeting dark modes).<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">If you believe in creating the best experience possible for your subscribers, supporting Dark Mode isn&#8217;t a nice-to-have, it&#8217;s a necessity.<br \/>\n<strong><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/ctt.ac\/T6FiW\">[Tweet this &gt;&gt;]<\/a><\/strong><\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Developing a light\/dark theme switcher really isn&#8217;t that much overhead or investment and is a scalable implementation, if done properly. Providing a high contrast version for our emails is something we should be doing regardless of Dark Mode anyways. Many won&#8217;t take the time to optimize for it, but it&#8217;s going to separate the bad\/mediocre\/good from the great. World class brands and email marketing teams will support Dark Mode.<\/span><\/p>\n<h2><b>An Email Design Challenge That\u2019s Not About Rendering<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Dark Mode creates yet another environment to account for in our email designs. It highlights the ever-growing need to become context-aware for subscribers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I love this environment being added into the world of email design because it doesn&#8217;t introduce a rendering challenge per se, but a design strategy and accessibility one. <\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">Email design challenges aren&#8217;t always about rendering. Underneath it all, the main challenge is always about crafting personal experiences for subscribers. Dark Mode is just the latest iteration of this.<strong> <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/ctt.ac\/VALa2\">[Tweet this &gt;&gt;]<\/a>\u00a0 \u00a0 \u00a0\u00a0<\/strong><br \/>\n<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">I do ultimately believe that standards will introduce a media query that allows us to target dark themes universally, which will be a major win for developers everywhere. This is sorely needed. Until then, we can enhance with a WebKit-targeted theme switcher for now to provide the best possible experience for subscribers.<\/span><\/p>\n<h2><b>What are your thoughts?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">How will you design for Dark Mode? Do you have any unique ideas on how to approach it? Will you be implementing a light\/dark theme switcher? Let me know <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/kevinmandeville\"><span style=\"font-weight: 400;\">@KevinMandeville<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p style=\"text-align: center;\">____________________________________<\/p>\n<p><span style=\"font-weight: 400;\">This post first appeared on <\/span><span style=\"font-weight: 400;\">www.kevinmandeville.com<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Apple announced that macOS Mojave, Apple\u2019s upcoming 15th release of its desktop operating system, will be shipping with a prominent new feature: Dark Mode. Here&#8217;s what that means for email designers.<\/p>\n","protected":false},"author":3,"featured_media":5478,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[110,809,478,1575],"blog_category":[53],"class_list":["post-5474","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-apple","tag-dark-mode","tag-design","tag-rendering","blog_category-tips-resources"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Email Designers, Here\u2019s Your Next Challenge: Apple\u2019s Dark Mode - Litmus<\/title>\n<meta name=\"description\" content=\"Apple announced that macOS Mojave, Apple\u2019s upcoming 15th release of its desktop operating system, will be shipping with a prominent new feature: Dark Mode. 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