Businesses can establish an online presence in myriad forms, and using multiple technologies. From the strictly utilitarian to the intricate, websites should incorporate tools that inspire visitors to take action. When those tools are visual, things get exciting. 

Parallax is an innovative type of Web design that, through a layered, gliding effect, allows users to dynamically engage with the site. Not unlike the satisfying turning of a page in a book, Parallax compels users to get to the next part without the typical tedium of scrolling strictly down, down, down through flat chunks of text, only to possibly miss much of what the website has to offer. Whatever the story, Parallax tells it by leading the user from beginning to end, complete with an animated, evolving background and foreground elements that work independently of each other for a multidimensional experience.

While this rich-looking style lends itself well to a variety of businesses, it may not be right for everyone. Parallax-run sites are not always the quickest loaders and have been known to throw a monkey wrench into some browsers. This can be a real issue for online retailers with a demographic comprising the less computer savvy, who may not make it a priority to update their browsers regularly. But for companies going for brand image rather than high-volume, easy-in/easy-out eCommerce, Parallax delivers the goods.

Parallax-driven Web content has an “it factor” that thrives in creative arenas where eye-catching and engaging are crucial — entertainment, the arts, advanced technology, the automotive industry — and showcases businesses whose sleek, modern style is more important than heavy content. Just like with any other website design project, it is important to consider the company’s audience and its goals. A beautifully designed Parallax-based website will make a big impression on visitors, but it could be a liability for businesses that rely on speed to move product.