ender-neutral copy and gender-inclusive forms
Posted: Tue Sep 23, 2025 4:41 pm
If you’re going to ask for additional information, make sure you’re doing it the right way. Gender inclusivity is important to keep in mind for your landing page design and copy, and in general. At WordStream, for instance, the style guide outlines that “they” is used for a singular pronoun for hypotheticals instead of defaulting to a he or she. It’s important to keep this in mind for your landing pages, too, as gender neutral copy is quickly becoming an expectation for 2022 design.
Facebook has been doing this for years for users setting up social profiles, offering dozens of gender options and adding more as needed. Snapchat, on the other hand, doesn’t ask for a gender for its users.
Now, these are two social platforms, but it’s still good to keep this in mind for your landing page copy and your form fill options. If you need a title, then be sure to include Mx., and if you need a gender, be sure to offer multiple gender identities as well as a “Rather not say” option.
landing page ideas and trends - gender-inclusive forms
Video and interactive content can make your landing page more engaging for your audience—and we already know that we’re going to see more of this in landing page design over the next year. Another landing page trend we’ll see: animation with motion.
Here’s a great example from Podcorn of how subtle motion can be effective:
landing page ideas and trends - animation
The movement here is light, the imagery is playful, and the effect is perfect.
Playful imagery
Playful imagery another landing page design trend to test out this year—particularly if it works for your brand. This means lots of line-heavy animation (like in the previous example from Podcorn), uk telemarketing database abstract elements (like the background of the Chameleon example above), and lots of bold color. It can also mean mixing animation with photographs or product images.
Take a look at ContentCal uses this last tactic for playful imagery.
landing page ideas and trends of 2022 - playful design elements
Here, ContentCal mixes bold, classic colors with abstract designs with animated product images and photos of real humans. Together, these elements make for a playful, appealing landing page.
Early-aughts design
In case you haven’t heard, the early-aughts are back. That means low-rise jeans, hair clips, graphic shirts, glitter lip gloss—basically many of the reasons I’m glad Instagram didn’t exist to capture some cringeworthy outfits during middle school or high school years. It also means the design aesthetic in general—glossy images, glitter, bubble fonts, bright colors.
Now that the aesthetic is back, this trend is openly a throwback and that nostalgia is great for appealing to emotions and attracting customers. This is what makes Glossier’s landing page design great.
landing page ideas and trends of 2022 - early aughts
The red and pink is thick, and the mirror is playful and adds shine that corresponds to the second part of this landing page. In that image, the bottles are bright oy glittery, they’re playfully tilted, and they’re sitting on a shiny reflective surface. Even more, though, the stacked graphics coordinate colors with the other images and overlap in places—just like the logo stickers. Well done.
Dreamy backgrounds
We’ve gone over a lot of elements of landing pages so far, including the copy, imagery, video, design. But we haven’t talked about one big element: the background. This year, we can expect to see even more dreamy, gradients in landing page backgrounds.
Google made Core Web Vitals a search ranking factor earlier this year, and there is another update expected early in 2022. That means that having a quick load time is more important than ever. Making sure your images are compressed and your page has lazy-load enabled are good places to start. A dreamy, gradient background can also add depth to your design without increasing the load time.
Here’s a great example of this in action from Starry Internet.
landing page ideas and trends of 2022 - dreamy background
Even though this blue is bright, it’s light and the peach that it fades into by the bottom contributes to the topsy-turvy dreamy feel—without adding more design elements.
Pantone released its predictions for 2022: warm, familiar, comforting colors. At the top of the list for next spring? Coral. This is going to be a landing page trend, too.
This color fits with some larger themes that we’ve seen here—dreamy, approachable playful, simple. The color is warm and light, which makes it ideal for a background or accents on your page. Or, you can go all-in, like the Recess does on its landing page below.
I love this monochromatic look: the background gradient, the product colors, the reflection on the box and in the clouds, and even the button colors. It’s an excellent use of this landing page trend—and what could call for trendy more than a CBD seltzer right now?
Facebook has been doing this for years for users setting up social profiles, offering dozens of gender options and adding more as needed. Snapchat, on the other hand, doesn’t ask for a gender for its users.
Now, these are two social platforms, but it’s still good to keep this in mind for your landing page copy and your form fill options. If you need a title, then be sure to include Mx., and if you need a gender, be sure to offer multiple gender identities as well as a “Rather not say” option.
landing page ideas and trends - gender-inclusive forms
Video and interactive content can make your landing page more engaging for your audience—and we already know that we’re going to see more of this in landing page design over the next year. Another landing page trend we’ll see: animation with motion.
Here’s a great example from Podcorn of how subtle motion can be effective:
landing page ideas and trends - animation
The movement here is light, the imagery is playful, and the effect is perfect.
Playful imagery
Playful imagery another landing page design trend to test out this year—particularly if it works for your brand. This means lots of line-heavy animation (like in the previous example from Podcorn), uk telemarketing database abstract elements (like the background of the Chameleon example above), and lots of bold color. It can also mean mixing animation with photographs or product images.
Take a look at ContentCal uses this last tactic for playful imagery.
landing page ideas and trends of 2022 - playful design elements
Here, ContentCal mixes bold, classic colors with abstract designs with animated product images and photos of real humans. Together, these elements make for a playful, appealing landing page.
Early-aughts design
In case you haven’t heard, the early-aughts are back. That means low-rise jeans, hair clips, graphic shirts, glitter lip gloss—basically many of the reasons I’m glad Instagram didn’t exist to capture some cringeworthy outfits during middle school or high school years. It also means the design aesthetic in general—glossy images, glitter, bubble fonts, bright colors.
Now that the aesthetic is back, this trend is openly a throwback and that nostalgia is great for appealing to emotions and attracting customers. This is what makes Glossier’s landing page design great.
landing page ideas and trends of 2022 - early aughts
The red and pink is thick, and the mirror is playful and adds shine that corresponds to the second part of this landing page. In that image, the bottles are bright oy glittery, they’re playfully tilted, and they’re sitting on a shiny reflective surface. Even more, though, the stacked graphics coordinate colors with the other images and overlap in places—just like the logo stickers. Well done.
Dreamy backgrounds
We’ve gone over a lot of elements of landing pages so far, including the copy, imagery, video, design. But we haven’t talked about one big element: the background. This year, we can expect to see even more dreamy, gradients in landing page backgrounds.
Google made Core Web Vitals a search ranking factor earlier this year, and there is another update expected early in 2022. That means that having a quick load time is more important than ever. Making sure your images are compressed and your page has lazy-load enabled are good places to start. A dreamy, gradient background can also add depth to your design without increasing the load time.
Here’s a great example of this in action from Starry Internet.
landing page ideas and trends of 2022 - dreamy background
Even though this blue is bright, it’s light and the peach that it fades into by the bottom contributes to the topsy-turvy dreamy feel—without adding more design elements.
Pantone released its predictions for 2022: warm, familiar, comforting colors. At the top of the list for next spring? Coral. This is going to be a landing page trend, too.
This color fits with some larger themes that we’ve seen here—dreamy, approachable playful, simple. The color is warm and light, which makes it ideal for a background or accents on your page. Or, you can go all-in, like the Recess does on its landing page below.
I love this monochromatic look: the background gradient, the product colors, the reflection on the box and in the clouds, and even the button colors. It’s an excellent use of this landing page trend—and what could call for trendy more than a CBD seltzer right now?