It makes marketing and sales people happy
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The best I've concluded is that it is just another part of the powerpointification of the web: scrolljacking to act as slides, large fonts with little text, hero images per slide, and also these build-ins.
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Ah. So charitably, better control of pacing and narrative. Uncharitably, might be a better match to design review than to deployment.
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It feels expensive
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Other (more specific) thoughts: - it draws the eye to particular elements - borrows language from motion graphics where subtle movement like that is common - which makes the experience more like watching than reading & can be used as a trick to hide flash from fonts loading
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Originally I think it was a fast loading time hack so you could have large marketing assets without loading them all up front and losing page views because of load times. Now?
Cargo cult?Thanks. Twitter will use this to make your timeline better. UndoUndo
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snow fall
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also, small detail, but i revisited it a few months ago and was impressed by how small the type seemed to me
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Everlane does it so they look more like Apple; ClearMotion does it so they look more like Everlane. (& at each step, the effect gets less subtle.) Big question to me is, why does Apple do it?
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One fun experiment: Scroll to the bottom, to pre-run the animations. Then try scrolling through from the top. How does it feel different from the version with animations?
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