Laughs That Click: How Visual Smiles Bring Humor and Heart to Web Design in 2025
In an online world that often feels all business, a particular aesthetic is shaking things up. With illustrations, playful typography, and eccentric imagery, “Visual Smiles” is an illustrative and conceptual trend that aims to bring joy. Martyna Makes knows the trend well, driven by her desire to create content that makes people smile. The UK-based illustrator and graphic designer helped Squarespace Circle uncover the key aspects of Visual Smiles as part of Squarespace’s partnership with It’s Nice That. We collaborated with her on a unique website template inspired by the design trend as well.
Understanding Visual Smiles
Visual Smiles is a playful aesthetic that can bring levity to even the most serious of brands. With its unique ability to add personality and spark connection, this trend is reshaping web design and delighting. The result? Digital spaces that ditch monotony in favor of fun.
At its core, Visual Smiles is all about creating a welcoming experience through humor, wit, and charm. This lighthearted approach swaps the ordinary for the unexpected, leaving a lasting impression on visitors. For example:
Instead of plain, stock photos of products or services, think playful illustrations that add a bit of flair
Instead of a standard call-to-action (CTA) button that says "Submit,” think "Count Me In” or “Send It My Way,” which offer a touch of personality
Instead of stiff copy that reads like a textbook, think warm, conversational language that speaks to visitors as friends
By adding a human touch, Visual Smiles cuts through the bland (because why so serious?) and encourages visitors to engage and yes, scroll with a smile.
Infusing Visual Smiles in web design
With Visual Smiles, you’re not just designing websites. You're creating experiences packed with personality. Here’s how to bring this playful trend to life in your next project:
Incorporate illustrations and imagery
Switch out traditional imagery for eccentric illustrations or hand-drawn elements that feel approachable and fun. Add custom, hand-drawn doodles or whimsical illustrations to key sections. And use playful icons or animated characters to guide navigation or highlight calls to action.
Lean into the surreal by adding elements of delight to images. This playful twist is anything but ordinary and gives you the opportunity to flex your graphic design skills.
Play with fonts and typography
Mix and match bold, unconventional fonts for a dynamic, cheerful vibe. Pair warm, inviting fonts (like Epilogue or ATF Alternate Gothic, featured in the official Visual Smiles template) with conversational and witty language. You can also experiment with wavy or irregular text alignments to create a sense of movement and energy.
Embrace light-hearted aesthetics
Choose bright, cheerful colors, playful layouts, and unexpected additions that feel uplifting. Add gradients, patterns, or animations to the background for a tactile, fun appearance.
Subtle touches like unique section dividers and wavy scroll effects will surprise and delight visitors, keeping them engaged and inspired. You can also give the site a sticker-like effect with funky shapes.
The Visual Smiles template, available in the template store
Bringing fun to functionality
When you think of functional design, you might picture something straightforward and efficient. But what if functionality could also be fun? The Visual Smiles template shows how to infuse personality and warmth into web design. It’s the perfect blend of fun, friendliness, and professionalism.
With Visual Smiles on your 2025 mood board, fun doesn’t mean sacrificing usability—it’s about adding personality and warmth so that websites are user-friendly and memorable.
What other design trends are we smiling about? Check out some of our most-anticipated trends for 2025.
Which 2025 design trend best matches your personality?
Want more?
Check out Squarespace Circle, Squarespace’s program for professional designers. Along with exclusive content, discounts, and other perks, Circle brings professionals together from across the globe to exchange advice while connecting with new clients and collaborators.
