9 Best Landing Page Design Trends for 2019

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company that’s outdated and out of touch.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

Humaaans landing page

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

Inkyy landing page

via BrioRom

Vapid landing page

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

NU:RO landing page

via NU:RO

mod&dot landing page

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

microinteraction effect

via wenwenzwy

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

DTSi landing page

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

Cherrypick web page

via Răzvan
I

landbot landing page

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

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

Libratone landing page

via Libratone

ON-POINT landing page

Source: FS – Email Marketing Blogs!
9 Best Landing Page Design Trends for 2019