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Nielsen Norman Group

Scroll Fading 101

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  • Scroll fading is a new design pattern where elements or content on a webpage fade in or out when the user scrolls to a certain point.
  • The usability of scroll fading depends on its persistence, responsiveness, and limited use of the effect on elements.
  • When used correctly, scroll fading can improve brand perception, optimize page loading, and make content more digestible.
  • Preattentive processing causes movement and animation to automatically draw the user's eyes, making incorrectly deployed animations highly distracting.
  • A qualitative usability testing study found that fast user experiences are preferred over glamorous ones.
  • Recommendations for using scroll fading include ensuring it is not overused, making it responsive to user scrolling, and avoiding persisting the effect for too long.