For the last few years, parallax web design has seen a sharp rise in usage. Sites like Apple, Sony and others have implemented a style of homepage architecture that encourages vertical scrolling and creates the sensation of an illusion of scrolling through 3D space. But how does the tactic encourage positive brand perception and lead to more conversions?
According to Ruoxu Wang & S. Shyam Sundar (2017), writing in the International Journal of Human-Computer Interaction, the use of vivid colors and added motion triggered “coolness” perceptions in study subjects which encouraged engagement. And with more engagement comes more positive attitudes toward the product, website, and brand.
The study also found that scrolling was perceived as a more natural method of controlling a website instead of clicking. Through parallax websites, users are able to access all the information they needed without having to click, so there were fewer steps between them and the info.
Parallax websites are perceived as more fun and are a creative way of presenting your product or content. Since top brands are also starting to adopt this method of webpage architecture, these website designs can also lend credibility to a smaller brand.
When properly deployed, parallax-style websites can do great things for your brand image, however, when a parallax site is not perceived as vivid and cool, it can actually have a negative effect on user perception, the study found.
Before considering a parallax webpage structure, brands should define how they are going to use the parallax effect to its full effect. Brands should keep in mind how it’s going to affect their SEO and how it’s going to perform on mobile. Lastly, brands should create a feeling of scrolling through a story that progressively unfolds. Parallax sites are best suited to storytelling, so brands should be keeping that in mind when planning, and create a brand story that will keep users scrolling.