Here your eye doesn't have to be searching for the text like it was in the first example. UGG, known for its winter footwear switzerland customer email list of fuzzy, slouchy boots, took a dramatic new direction by promoting a new sandal product. You can be sure that their campaign goal here was to reach a higher audience. In other words, UGG is about stylish, relaxed quality.
What the drab, uninteresting travel campaigns did right was their mobile responsiveness. Invoking travel imagery is always a good idea. I love what Icon did with their email campaign featuring hot air balloons pretending to be in Paris:
Each of the images in the four quadrants are very similar. The eye is focused on the brightness of the campaign. It's a great concept, and it's a fairy tale that your audience always favors that shade, but they should have had less patterns and more strong colors in at least two of the boxes.
Going back to the idea of summer barbecues, you can draw inspiration from summer favourites to promote your own summer sale. One store in the UK does this brilliantly by using thick cubes of watermelon to spell out the word “SALE”.
