Parallax web designs are quickly making a visual impression

ELLICOTT CITY, Md. - May 27, 2013 - PRLog -- Buzzquake Marketing, an Ellicott City, Maryland-based web design firm, today announced it will recommend parallax scrolling web designs to some of its clients.

Parallax designs change the paradigm for how websites behave when visitors scroll on them with a computer mouse. Typically parallax sites display as multiple layers that appear to move independently.  The design possibilities are nearly infinite.  In some designs, a partially-transparent top layer moves over a stationary image.  In others, scrolling moves the right half of the screen up while the left simultaneously moves down, or the layers move in the same direction but at varying rates.

“We are pleased that parallax WordPress themes are available,” said Lynne D’Autrechy, president and technical lead for /buzzquake.  “This means that we can continue to develop within the most highly regarded CMS (content management system) as we offer innovative designs.”

This relatively new functionality produces websites that tend to garner attention from even the most jaded users.

“Parallax offers an artistic quality to a site,” said Matt Dapolito, president of Non-Profit Fiscal Management, a Manhattan public accounting firm. “I like the technique very much, however in some instances it is not clear what the user should do.  It’s something designers should keep in mind.”

“What makes some sites’ use of parallax scrolling more effective than others is their ability to deliver a clear and meaningful message to the user that is improved by the technique.” said Jenna Curry, a popular UX (user experience) blogger.

“Like any tool, it can be misused. And the way you misuse parallax scrolling is by either completely overdoing it with too much distracting movement or as wallpaper,” said Ben Snyder, a frequent contributor on A Better Experience.  “It’s like garlic or banana in a recipe.  A little bit goes a long way.”

“Parallax is hot right now – it can certainly bump up the wow factor, but it’s not for everyone.  It works best for sites that would otherwise lack punch without a compelling visual presentation,” said D’Autrechy.

To scroll or not to scroll

For at least a decade, a majority of web marketing professionals recommended that scrolling be reduced or eliminated in most applications.  The thinking was that scrolling increased bounce rates, the measure of how many users abandon a website.  There was empirical evidence that pages with extensive content – that necessitated scrolling – caused bounce.

“The advent of parallax designs has our industry rethinking the conventional wisdom on content length and scrolling,” said Frank Hazzard, content strategist for /buzzquake.  “Of course the proliferation of small screens and the necessity for scrolling on them had many of us questioning conventions even before parallax hit the mainstream.”

“Ironically, after years of telling people to compress information into small spaces and eliminate scrolling, we are now rethinking that advice,” added D’Autrechy.

“New evidence shows that entertaining scrolling, meaning parallax, can actually reduce bounce,” said Hazzard.

Responsive and parallax?

Responsive websites are programmed to determine the screen size of the device accessing the site and rearrange the content in ways to optimize the use of that screen.  This means the same website will display adequately on anything from wall-mounted 50” plasma to 4” smart phone.  In most instances, responsive designs have eliminated the need for mobile versions of websites, saving significant time and money.

“We are committed to responsive designs.  It would be a disservice to build anything other than a responsive site in the current environment where smart phones and tablets are steadily gaining market share,” said D’Autrechy. “There are responsive, parallax themes available.  Fortunately, we can offer the best of both worlds.”