Landing pages are about first impressions… but if you don’t update them with the latest design trends, the impression will be a company that’s outdated and out of touch.
Design trends are crucial to landing pages because they act as signals, even subconsciously, that communicate to visitors that you’re on the ball. That goes double if your page is the first time someone sees a trend, so the sooner your update yours, the better.
That’s what this article is about. At 99designs, there are process hundreds of design requests every day from all over the world. By analyzing which trends are on the rise — and which are fading away — our team can predict which trends will impress users enough to raise your conversion rates in 2019.
99design’s web design trends article hand-picked the 9 most effective design trends for 2019, but here we adapt those trends to landing pages. For each trend, we explain what it is, who it helps, and how to use it. Apply them now to make your first impression an impressive one!
1. Serifs
via Selling the Land
via Humaaans
What it is
Serifs refer to those little tags some letters have, and the fonts that use them. With the prevalence of minimalism in digital design these last few years (see #8), serif fonts have been scarce with designers favoring simpler fonts without embellishments (known as “sans-serif”).
But in 2019 serifs will return, bringing with them a little old-fashioned sophistication. Serifs can add a classy atmosphere to a landing page and brand, but can also be modified to be more playful. And because sans-serif fonts are the norm at the moment, serifs can help you stand out.
Who it helps
- Brands that want to appear traditional and/or elegant.
- Brands that value professionalism and want to be taken seriously.
How to use it
- Because they’re more ornate, serif fonts work great for titles and headers, but not as well for large blocks of print. It’s best to switch it up: use serifs for text that needs the most attention, but use sans-serif for longer texts to facilitate readability.
- Serif fonts come in varying degrees, with some more elaborate than others. If you want to retain some minimalistic elements, you can choose a more moderate font with smaller serifs.
2. Friendlier geometrics
via BrioRom
via Supercrowd
via Vapid
What it is
A popular design trend lately has been geometrics: grids, lines, abstract shapes and other visuals you might find in a geometry textbook. While this style adequately represents modern society’s fascination with futuristic tech, such visuals tend to be cold and lifeless, at times even imposing.
So counteract these drawbacks, designers are starting to use both warmer colors and more curves to make these designs just a little more welcoming. These “friendly” modifications let you have your cake and eat it too: futuristic, mathematical imagery that’s still comfortable and inviting.
Who it helps
- Tech companies and other brands that need to appear as technologically advanced.
- Brands that want to emphasize structure and order without appearing authoritarian.
How to use it
- Don’t be stingy with warm tones — yellows, oranges, and soft red — in the background or for the main elements.
- If you want to use abstract shapes, you can soften the image by using rounded corners instead of sharp ones. Take this effect further by adding curves to otherwise straight lines.
3. Grayscale color palettes
via akorn.creative
via NU:RO
via mod&dot
What it is
Grayscale color palettes (black & white) are a shortcut to more artistic and visually dynamic images. While fun and playful brands should steer clear of this design trend, if you want to appear serious and thought-provoking, 2019’s grayscale trend is perfect.
Who it helps
- Brands that rely on artistry and creativity, such as fashion, individual artists, and even web designers.
- Somber brands, such as charities and non-profits.
- No-nonsense brands that benefit from formality.
How to use it
In conjunction with good photography, using the grayscale can create visuals that wouldn’t look out of place in a museum.
One advantage of black-and-white imagery is that it makes accent colors even stronger. A best practice is to use dashes of color for your calls-to-action and other high-priority elements, like Fruition Labs and mod&dot above.
4. Microinteractions
via Femme & Fierce
via wenwenzwy
via Leo Zakour
What it is
While all websites and landing pages revolve around user interactions, the term “micointeractions” refers to those that are more subtle, seen as “something extra” rather than necessary. Typically, these entail functions like:
- confirmation messages
- hover effects
- page transitions
- scrolling animations
- error messages
For landing pages, microinteractions can help you “wow” visitors with unexpected surprises. Something like a small hover effect or loading animation could be what your visitors remember most about your page.
Who it helps
- Everyone! This is a trend every brand can use to make their landing page more engaging.
How to use it
- Microinteractions are supposed to be subtle — it’s in the name! Keep them minimal and unobtrusive so they don’t distract from more significant parts of your page.
5. Glitch art
via Makoto Hirao
via DTSi
What it is
More and more brands are incorporating glitch themes into their artwork, a trend that will grow even bigger in 2019. Like the geometrics trend, glitch art also relies on a futuristic fascination; the only difference is that glitch art depicts a grittier, more dystopian view of tech.
Still, glitch art can create poignant and memorable visuals when done well, and for the right company can provide the bedrock of their brand identity.
Who it helps
- Edgy and unconventional tech brands.
- Brands that want to be known for their visual prowess.
- Digital designers who want to show off the extent of their skills.
How to use it
- Glitch art is best used as a central or hero image on a landing page. Don’t use it with other strong images, or else they will compete for user attention.
6. Chatbots
via Răzvan I
via It’s Alive
via Landbot
What it is
Once seen as impersonal and ineffective, chats have come a long way these last couple of years thanks to advancements in AI and machine learning. The chatbots of 2019 will be able to hold a conversation with your visitors, or at least answer the most common of their questions.
While usually reserved for main web sites, because chatbot tech has become so accessible, you can use them for landing pages too — and that’s great news, because landing pages are where you need conversions the most.
Who it helps
- Brands whose landing pages have low conversion rates.
- Brands reliant on strong customer relations, such as B2B.
- Brands with confusing or hard-to-understand services that require explanation.
How to use it
- Naturally, landing pages can’t tell visitors everything they want to know, so use chatbots to fill in the cracks. With programmable chatbots like Landbot, you can write your own responses, so be sure to address the frequently asked questions.
- If you’re confident enough in your chatbot, you can use it to collect names and emails in lieu of traditional form fields (which most users seem to hate).
7. More video
via A is for Albert
What it is
Video content is hardly a design trend — it’s more of a design staple, with its effectiveness online already proven. What is a trend is how video will be used in 2019: bigger, better, and more often.
Some are already calling 2019 the year of video, as past usage data shows video’s popularity continues to rise. On top of that, better browsing technology and more accessible data plans means loading videos won’t be as much of a hassle as previous years.
Who it helps
- Brands that want show off a human side with relatable video content.
- Ecommerce brands (product videos are known to improve sales).
- Brands that rely heavily on social media marketing.
How to use it
- For landing pages, the most common use of video is as a hero background (a background image that fills the entire screen). These expansive videos draw viewers in more than static images.
- One of the best parts about video content is that it’s repurposable. Keep in mind multiple uses when filming — just because you’re making a video for your landing page background doesn’t mean it also can’t be an Instagram story or Snapchat ad.
8. Neo-minimalism
via Frustration
via Libratone
via ON-POINT
What it is
The minimalist movement took strong hold of digital design in the early 2010s, not just for aesthetics, but for its practical benefits as well. For web design, minimalistic sites reduce loading times and look better on mobile devices, not to mention how they make a brand appear a little more high class.
But thanks to that popularity, in 2019 minimalistic sites have to go the extra mile to stand out from other minimalistic sites. Hence what we call “neo-minimalism,” the latest evolution of the minimalism movement that sees even fewer details and more empty space than before.
Who it helps
- Brands that want to appear elegant and chic.
- Brands working within a tight design budget.
- Brands offering products or services that are self-explanatory.
How to use it
- Because you’re dealing with fewer visuals, the challenge with minimalism is keeping your site from looking dull or boring. The best strategies are to use bright colors and flamboyant typography to make the most out of the few visuals you have.
- Neo-minimalism applied to landing pages means stripping away almost everything except the call-to-action. If your CTA is strong enough to convert on its own, minimalism is a smart choice.
9. Diversity
via Nowness
via ARK
via Iodine
What it is
Not so much a trend, but more of a progress – diversity in web design reflects a greater change in modern society, and for most audiences it gives that “warm and fuzzy” feeling when they see it.
Specifically, diversity involves representing different ethnicities, nationalities, body types, relationships, sexual preferences, and other such interests in the imagery on your site. Usually this applies to the models in your photography, but in 2019 it’s also feeding into other occurrences like cartoons and on-site avatars.
Who it helps
- Brands targeting consumers under the age of 40.
- Brands targeting underrepresented groups.
- Brands that want to appear socially active and progressive.
How to use it
- Don’t worry so much about which demographics you’re targeting. If you include a diverse range of ethnicities, sexual preferences, and interests, the particular ones that you are targeting won’t mind sharing the spotlight — and chances are they will appreciate your efforts to be inclusive. Just be sure to be well informed on the social groups you’re representing.
- If underrepresented groups are a key part of your business or if social issues are directly relevant to your brand, you can go the extra mile with overt messages of support. Social media posts offering help and encouragement to marginalized groups, or even special product lines, are largely appreciated because they’re rare.
Conclusion
You have to put your best foot forward with landing pages—it’s a make-or-break moment when visitors determine whether you’re worth investigating and ultimately patronizing. And because you don’t have much time, every pixel of your page must count. Use these design trends to show rather than tell your visitors just how capable you are.
Which landing page design trends are you anticipating most in 2019? Have you noticed any recent trends that we missed? We want to hear your thoughts, so share your opinions below in the comments now.
Author: Brea Weinreb from 99designs
The post 9 Best Landing Page Design Trends for 2019 appeared first on GetResponse Blog - Online Marketing Tips.
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