Unexpected Can Be EngagingBy Tracy Bernstein
April 5, 2018
I won’t pretend to know exactly what Butylene Glycol is, but there are several things I like about the website for a company that produces a naturally sourced version of it. (For the record, it seems to be some sort of additive for makeup and lotions). Although it’s not necessarily groundbreaking, the first thing I noticed about the site is the unexpected movement that comes from the mouse scroll. Rather than scrolling vertically, as most sites do these days (on and on and on), the site scrolls side-to-side. And, the rotating marquee isn’t contained in just the top portion of the website. Each marquee rotation essentially takes up the entire page, while allowing you to scroll through each one.
The homepage load also has some nice motion to it. The images and copy appear at slightly different speeds, and they display at different depths as well. It’s a nice, subtle effect that engages the visitor and invites a more focused review of these pages. There are a few too many rotations, but the last one contains my next favorite effect. Continuing to scroll through the final marquee page creates an animation of the page’s imagery, like water across the screen. The liquid-like flow of the image starts and then stops, controlled by the scroll, which is really the most interesting part.
In general, this is a fairly clean site for a somewhat vague product that could be made much more complicated by long, boring content on overstuffed pages. It’s not necessarily the most attractive site (though it’s not bad), but it’s one that makes the user interested enough to stick around for a while and explore. And, that’s always the most important goal, right?