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How landing pages are like restaurant menus

By Jason Yavorska on February 5, 2024

I recently ran into a great NYT article on popular menu trends and it got me thinking about landing pages. It's hard not to notice the similarities - both want to convey a set of products simply, clearly, and with style. When it comes to how we can apply these menu trends to landing pages, there are a few clear points of focus.

Menu in perspective

Content minimalism

Visually, single page vertical menus that get to the point are becoming popular. The purpose of a menu is straightforward - inform the customer about what they might want and why, and get out of the way for the rest. That approach can also apply for landing pages, where additional detail can be hidden behind links rather than overwhelming the reader on first visit.

This minimalism doesn't just get to the point, but the open space allows for more of your brand to come through. Speaking of which..

Brand-forward color and illustration

This simplicity and straightforwardness is being balanced with bold, bright colors and striking, but sparingly used, illustrations. These come together to convey a sense of fun, playfulness, and style more than a typical corporate-looking landing page would be able to. Mascots have gone in and out of fashion in technology products, but seem to be emerging in menus - maybe it's a time to revisit these with a more modern (or nostalgic?) twist.

The colors and illustrations you choose here are how, despite a more simple offering, the personality of your company will come through. And as more and more customers want to understand and believe in the brands they engage with, this is such a key part of how you connect.

More variety in typography

This is an area where perhaps the restaurants have gone a bit far with the teeny tiny fonts, but still - a variety of font faces, weights and sizes used strategically (and with accessibility in mind) can also help a visitor orient themselves with the content on your landing page quickly.

A good exercise is to take a look from far away, or with blurred eyes, and see how your eyes explore the content on the page. Are you seeing the most important things first, with supporting information afterwards? If not, adjusting the typography can help the reader find the right path. Although, perhaps it's a bit too early for the informal comic sans trend on websites. :)

Show what you care about

A lot of landing pages organize around use cases, or just feature lists. But a really interesting restaurant design trend is to organize around what you and your customers care about. Is there a way you could convey your products in terms of your values? For some kinds of customers and products, that could be way more effective than just a list of what features they can buy.

In any case, take a moment now and (re)read the article with your own landing page in mind. I bet there's something you can take away that will bring a sense of personality to connect with your potential customers!