LMAtech2013: Where the cool is. Insights into today’s interactive innovations

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Kalev Peekna, Managing Director of Strategy, One North Interactive Nathan Denton, Managing Director of Creative Services, One North Interactive Marketers, designers, and technologists don’t always agree, but all three value what could be called the “cool” factor. “Cool” attracts attention, encourages engagement and develops loyal users. Five years ago, designers used increasingly complex color treatments, media and illustrations to create a cool experience for a website’s users. As websites become more dynamic and offer more information, however, the experience of “cool” has shifted. Instead of relying on graphical artifacts, marketers and designers are attending to transitions – how information appears, moves and shifts as a user explores your content. Horizontal and parallax scrolling, sophisticated transition design and cinegifs are some of the latest interactive trends that help add that extra “cool factor” to your site. This presentation will explore ways firms can improve the user experience on their sites by introducing movement and new dimensions to their web design. You will learn: •Why static, brochure-like web experiences just won’t cut it anymore •How web design is evolving •How to use different scrolling techniques, transition design and animated imagery to infuse movement into your site •Examples of how these techniques have been used successfully to improve user experience

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