Best practices

Good design is more than visual appeal—it builds trust, supports understanding and ensures accessibility for everyone. In NSW Government, design carries extra weight: every digital interaction represents the state. It must be consistent, recognisable and user-centred.

The NSW Email Design System shows these principles in action. It offers accessible, reusable components—headers, hero banners, feature blocks, buttons, dividers and footers. These are flexible and distinctively NSW. When used well, they bring clarity, confidence and purpose to government communication.

Lead with brand clarity

Every interaction should confirm that the content is from the NSW Government.

• The Header includes the NSW logo, approved typography and colour tokens for immediate recognition.
• The Footer repeats key identity elements such as the logo, contact details and required legal links.
• Consistent use of masterbrand colours (blue, red and grey) and the Public Sans typeface ties together digital, print and web content.

Build on a strong grid

Grids are the invisible structure that makes layouts readable and balanced.

• The framework uses a flexible 12 x 12 grid system that supports various combinations—2, 3, 4 or 6 columns.
• Aim for 40–80 characters per line to support readability and accessibility.
• Use margins and gutters to create breathing space and avoid cramped layouts.
• Apply hairlines and bands to add structure and guide the reader's eye.

Use white space to improve clarity

White space is the area around text, images and buttons. It:

• Improves readability and focus
• Helps CTAs stand out
• Separates content into manageable chunks

Use white space deliberately to make your message clearer and more accessible.

Use typography with purpose

Typography defines hierarchy and flow.

• Clear entry points—headings, subheadings and body text—help readers scan content efficiently.
• Use contrast in size, weight and colour to show importance without overwhelming the design.
• Poor hierarchy makes users work harder—always structure content to highlight key messages.

Use colour as a signal

Colour supports recognition and accessibility.

• For official content, use the brand colours: grey, blue and red.
• Co-brand and independent campaigns can use the extended 10-colour palette, with 4 tonal options per set.
• Maintain clarity by:
  • Keeping hairlines and support elements visually consistent.
  • Ensuring strong contrast between text and background.
  • Using colour themes deliberately—clarity always comes first.

Keep design human-centred

Simplicity, clarity and purpose should guide every design choice. Every element must serve a user need—not just a visual one.

Following these principles helps create content that is:

• Functional – easy to use
• Accessible – usable by all
• Recognisable – aligned with NSW identity
• Trustworthy – consistent across channels

Best practice is to test, refine and focus on the user. When design is clear and unobtrusive, the message—not the mechanics—takes centre stage.

Design layouts that guide the reader

A well-structured email layout helps readers know what to look at first, what's important and where to go next. A logical hierarchy with clear headings, strong imagery and clean spacing supports scanning, engagement and clarity.

Use visual hierarchy to focus attention

Headings, images and call-to-action (CTA) buttons should work together to draw readers in. Structure content in chunks, using spacing and layout to guide the reader's eye. A strong hierarchy helps your message stand out.

Use the inverted pyramid structure

The inverted pyramid is a proven layout strategy:

• Start with the most important message.
• Follow with supporting detail.
• End with a clear CTA.

This structure guides the reader naturally from headline to button, improving engagement and driving traffic to your website or service.

Try zig-zag layouts for variety

A zig-zag layout uses alternating text and imagery to guide the eye across the screen. You can use images, colour blocks or alignment to lead readers step-by-step. This approach makes emails more visually appealing and easier to read.

Choose single-column for mobile-first design

Single-column layouts are ideal for readability on mobile and desktop. They:

• Adapt easily to different screen sizes
• Keep navigation simple
• Help readers focus on key messages and actions

For government communication, single-column layouts also reduce complexity, supporting accessibility and scannability.

Set optimal email width

Keep your email layout between 600 and 640 pixels wide. This:

• Ensures compatibility across email clients (like Gmail and Outlook)
• Prevents formatting issues caused by screen margins
• Provides enough space for legible content without overwhelming the reader

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