The cinemagraph is based on a simple principle: a high-quality image in which one or more elements have a movement loop.

Less cumbersome than a video and more elegant than a classic GIF, it is increasingly used in different fields. Find out how to use it in the design of your emails .

Why use a cinemagraph in your email design?

The cinemagraph is a type of image which is less than 10 years old, but which has already come a long way! It was invented in 2011 by Kevin Burg and Jamie Beck. Originally designed for Fashion Week, this format is gaining popularity in luxury communication.

The cinemagraph has the advantage of being more sober than the GIF. The movements of the image being quite limited, it does not distract attention but embellishes a worked design.

The cinemagraph can be used for several purposes:

Present a product,

Make dream,

Bring dynamism.

Present a product: Shoemint

Make your product stand out in the image.

Where an animated GIF allows you to illustrate how a product works, a cinemagraph is intended to highlight it. For example, it can be the only element of the image to move or, conversely, serve as a fixed point.

Make people dream: Squarespace

Use the poetic fiber of cinema to make your customers dream.

Cinemagraphs are particularly useful for illustrating emails whose purpose is to present a universe (branding) or to tell a story (storytelling). They bring an additional dimension to the subject without distracting the reading effort with sudden movements.

In its email , Squarespace evokes a feeling of freedom through photographs of Keanu Reeves and his motorcycle.

Bringing dynamism: Pretty Little Thing

It is sometimes difficult to breathe dynamism into the design of an email, especially if you have to obey a restrictive graphic charter! Cinemagraphs are a good way to break the static appearance of a newsletter and give it some pep.

Cinemagraph: example of Pretty Little Thing

The PrettyLittleThing newsletter uses a cinemagraph to energize its content, in addition to a classic GIF at th start of the email.

Some resources for your cinemagraphs

How to find cinemagraphs to illustrate your emails? You can consult designer sites… or make them yourself!

Just like a classic GIF, a cinemagraph is easy to make with a little practice! You can follow a tutorial on design software or opt for dedicated applications.

For example, you can test the “cinemagraph” application, available on Apple and Android, which allows you to create cinemagraphs directly on your phone.

If you want to employ a freelancer, on the other hand, the price can be much higher. In return, your cinemagraph will probably be of better quality!

Cinemagraphs available online are rarely royalty-free. To discover the different possibilities of cinemagraphs, you can browse the website of the creators of the concept or a reference directory in the field .

Conclusion

Classic or offbeat, the cinemagraph appears more and more in the design of emails. It’s time to make it your own before it goes out of fashion!