MINIMALISM IN DESIGN

• A common trend in landing page design is the use of minimalism in design. 
• Minimalist design is favored because it is a proven strategy in delivering a brand's message to web visitors. Additionally, simple landing pages facilitate faster achievement of marketing goals.
• Minimalist designs are effective in portraying a brand's message because they only contain the important characteristics without too much information that would be hard for visitors to consume.
• The advantages on offer in using a minimalist design in landing pages include improved functionality as a result of fewer images, sound effects, and a simpler navigation that makes it easier for visitors to perceive information and web page speed optimization.
•  Web page speed optimization is important because "a 1-second delay in a website's speed can result in a 7% reduction in conversions."
• A minimalist landing page is a design trend that results in improved outcomes for digital campaigns.
• Examples of website that have minimalist landing pages include Shopify, and Apple.

USE OF GEOMETRIC SHAPES

• Another trend in landing page design is the use of geometric shapes like squares, circles, and triangles.
• A combination of certain geometric shapes and colors results in a defined connotation in the subconscious of visitors. This is why visitors pay more attention to landing pages that make good use of geometric shapes.
• A 1978 experiment by John N. Bassili revealed that humans associate shapes with emotions. For instance, Bassili's experiment revealed that human beings associate a circle with happiness.
• Consequently, the use of shapes in landing page design is important as human beings associate geometric shapes with emotions and emotions are integral to all decisions that people make.
• An example of a website that makes use of geometric shapes in its landing page design is SimilarWeb.

MICROINTERACTIONS

• Microinteractions are subtle animations and effects that are commonly used as extra landing page design elements.
• Microinteractions might not be necessary in design, but their presence adds up to a visitor's experience when interacting with a website.
• Additionally, the error messages and confirmation messages that pop up on a landing page can also be considered microinteractions.
• This trend facilitates more visitor interaction and engagement resulting in visitors spending more time on a website. However, microinteractions must be kept at a minimal to avoid them ending up as distractions.
• A good examples of website that makes proper use of microinteractions in its landing page design is Femme & Fierce.