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Learn about the parallax effect applied to digital marketing

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We already know that digital marketing is constantly changing and reinventing new trends. This is where the parallax trend comes in. Although you might think it is a recent trend, it is a classic practice - created by Disney. Invented by Disney to give their animated films a bit of three-dimensionality in an attempt to achieve more realism. The invention was called the "multi-plane camera" and was later adapted to 2D video game worlds.

Applying the parallax effect to a website creates a sense of dynamism when browsing the web, making it very attractive to have pages with a vertical design that can be navigated from mobile devices. It is also a very useful tool for a website that aims to tell a story: it is the storytelling effect. When we talk about the use of parallax in digital marketing, it also applies to the attractive design of the landing page. In these cases, the depth and linearity of Parallax is ideal to immerse users in a story through a communicative experience more interesting and closer to other media such as video games or comics.

It is an effect in which the apparent position of the object is angularly deviated depending on the selected point of view. As a trend in web design, it simulates the displacement of objects on the web page at different speeds. The effect is produced when we scroll, that is, vertically. It adds depth and movement to the website. This effect makes objects appear in 3D and is achieved by giving different speeds to web elements, creating an optical illusion where the background moves at a different speed to that of the content.

Benefits of a website with parallax

  • Applying the parallax effect to a website, creates a sense of dynamism when browsing the web, so it is very attractive to have pages with a vertical design that can be navigated from mobile devices. Improves the scrolling experience, surprises the user.

  • The implemented design helps us to differentiate ourselves from the background of other competitors' websites because it affects users and they will remember our brand more easily.

It is also a very useful tool for a website that aims to tell a story: it is the storytelling effect. It fits very well with the storytelling strategy, a technique that seeks to convey ideas through stories. It is, in short, a communication technique based on applying narrative strategies to capture the attention of audiences, convince them and promote, in most cases, a desired reaction on their part.

When we talk about the use of parallax in digital marketing, it also applies to the attractive design of the landing page. Ideally, you should use this aesthetic resource as a complement to your narrative, and the truth is that Parallax is great for landing pages or very specific sites that need to be told in a few steps. In these cases, the depth and linearity of Parallax is ideal to immerse users in a story through a communicative experience more interesting and closer to other media such as video games or comics.

how to create a parallax effect on your website?

It is worth mentioning that the parallax effect is achieved using CSS, so you have two options:

  • Designing with this type of HTML code involves a process in which you need a deep knowledge of CSS, web design and Javascript.

  • Use templates. There are multiple platforms on the Internet that provide you with tools to simplify the process of creating a parallax, without having a great deal of graphic design control.

Parallax effect in CSS

  1. use CSS3 to HTML5 to create a parallax effect

Use HTML5 to CSS3 to create a slight depth effect. This tool helps create the optical illusion of the parallax effect. But if you want a simpler process, you can try various Javascript libraries that determine the orientation of the mobile device using the gyroscope and accelerometer, or use sites like parallax.js unfrozen.

Parallax.js, a handy javascript library that also detects the orientation of mobile devices through the gyroscope and accelerometer.

  1. elements for parallax effects

To design parallax effects, you need the following elements:

  • Large or textured images.
  • 3 files: index.html, styles.css, parallax.js
  • jQuery
  1. in that order

As with any HTML editing, the process is complex.

  • Create a zoom effect using three layers of div tags. Add a background image to the case.
  • Place each layer. Add text.
  • Animate each layer.

If you want to continue learning about how to apply the parallax effect on your website, we attach this video tutorial in which you can apply the tips.

Currently there are many companies that make use of this effect, in a successful way. Many of them have a very sophisticated and elegant design, which allows them to obtain very good results, as well as generating a great experience for users and positioning their brand and personal image with the web.

5 Examples to inspire you

  1. Apple: the website of the big apple of technology presents a clear design with the parallax effect on its website. The design is simple, clear and minimalist. It is in line with the aesthetics of the brand. Thanks to this effect, they can inform about all the features of their products.

  2. Zara: the flagship shop of the Inditex group applies a web design that is also interactive, in the sections presenting the new collections.

  3. Numéro10: The branding and communication agency based in Bern, Switzerland, focuses on branded video content and brand experiences and offers a sophisticated parallax effect on its website.

  4. Porsche: The automotive company created a web space commemorating the history of the brand and its cars, with a parallax effect.

  5. TheWalkingDead: The zombie drama has launched an official website to promote the series. Presented in cartoon form, the site shows a day behind the scenes as an actor in The Walking Dead. It combines HTML5, CSS3, Java Script/jQuery, web audio and parallax scrolling effects to create a unique experience for fans.

In conclusion, parallax effects make your website stand out, adding vibrancy and depth, it creates a sense of dynamism when browsing the web, making it very attractive to have pages with a vertical design that can be navigated from mobile devices. When we talk about the use of parallax in digital marketing, it also applies to the attractive design of the landing page. Although it is best not to use it lightly and always check that we are using a correct and updated plug-in, otherwise we will have problems with the performance and loading of your page.

Nueva llamada a la acción




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