James Golding, Author at Zap Creative Ltd

Client Services Manager / Account Manager needed

James Golding — Thu, 02 Jul 2026 00:07:11 +0000

This role is 100% office-based — no hybrid, no remote

Client Services Manager / Account Manager needed

We produce exceptional creative work for ambitious brands across healthcare, food and beverage, technology and beyond. We hold ourselves to a high standard and we sweat the details. We’re growing, and looking for the right person to help take our client service to the next level. If you love brilliant work, great clients, and a team that genuinely has your back, we’d love to hear from you.

About Zap Creative:

We’re an office-based team of 12: designers, client services people, and creatives who care as much about the relationships we build as the work we deliver. This is a new role created to strengthen our client services team. We’re looking for someone to work alongside our Senior Client Services Manager and share the load as our projects grow in scale and ambition.

About the role:

You’ll own a portfolio of client relationships and projects: taking clear briefs, keeping work moving through the studio, and being the dependable, proactive contact your clients come to trust. You’ll work closely with our Senior CS Manager on our most involved accounts, with real support around you and a clear path to grow into a senior role over time.

Much of your focus will be on a major healthcare client where accuracy genuinely matters, it involves coordinating several stakeholders and keeping everyone moving in the same direction. Often you’ll be balancing priorities between designers, clients, and operations, and it’ll be your job to bring clarity and focus and get everyone on the same page.

What you’ll be doing:

Owning day to day client relationships across a portfolio of accounts as a reliable, proactive point of contact
Taking clear, thorough briefs and seeing projects from kick off to final delivery
Looking after detailed, often report based work with care: reviewing copy and supporting materials before they reach the studio or the client
Keeping clients, consultants, and the studio aligned, informed, and focused on the deliverables
Managing several projects at once, bringing clarity to competing priorities and keeping things on track
Working closely with the studio to schedule work, manage capacity, and keep jobs running smoothly

What we’re looking for:

Essential:

Experience in a client facing role, which could include account management, project management, or even sales
A natural relationship builder who’s comfortable with a range of people and personalities, bringing empathy and a calm head while keeping everyone focused on the goal
Strong written communication: you write clearly and accurately, with a good eye for detail
Comfortable with detail heavy content: you spot errors and gaps before they become problems
Organised and dependable: you bring order and keep things moving when there’s a lot on
Self starting: you take ownership of your workload and enjoy making things happen
Commercially aware: you understand scope, budget, and what makes a project successful

Desirable:

Experience within a creative or design agency
Experience with healthcare, pharmaceutical, or other regulated clients where accuracy and compliance matter
Experience managing design, creative, or other studio-based projects
Some project management training or experience
Some exposure to digital projects or digital marketing

The kind of person you are:

You’re great with people. You bring empathy and a calm head, while still being clear and confident and keeping everyone focused on what matters. You take real pride in your work: you read things properly, ask the right questions up front, and care about getting it right.

You enjoy a busy, energised environment where the work is delivered on time, and to the highest standard. You’re adaptable, happy to flex as priorities shift and to pick up the unexpected. You bring a steady, positive presence to a project and get real satisfaction from delivering work that you and the team can be proud of.

What you’ll get:

You’ll work closely with our Senior CS Manager, who knows the accounts inside out, with direct access to the MD and wider team and real support to do your best work. There’s a clear path to progress for the right person.

A close knit, in person studio culture where your contribution is visible and valued
Private healthcare and dental, plus training and development opportunities
Generous holiday, including a Christmas to New Year shutdown
Staff outings, a beautiful New Forest location, and our Design for Good programme

Sound like you?

Send your CV and a short note to iwanttowork@zapcreative.co.uk

More news

What’s Next Southampton?

James Golding — Tue, 17 Oct 2023 12:06:33 +0000

What’s Next Southampton?

By Victor Smith

Reflecting on our work for “What’s Next Southampton?’ summer festival

We recently had the pleasure to work with the University of Southampton to create the branding for ‘What’s Next Southampton?’.

What’s Next Southampton? was a free arts, fashion and music festival for children, young people and families. The festival featured indie, rap and R&B on the main stage and African Drumming, Bollywood Dancing, creative writing, theatre and music across the cultural quarter. It took place on Saturday 24 June 12 – 6pm, on Guildhall Square and Cultural Quarter Venues.

We worked extensively with young people as clients, this made the project particularly different to many other projects of ours. Six young people from Southampton were recruited to become ‘Cultural Connectors’ from a public call out, each recruit has developed their own contribution for the event. The ‘Cultural Connectors’ brought a fresh and vibrant perspective to the project. Their unique ideas, creativity, and energy infused the branding process with a dynamic and youthful spirit.

We were tasked with branding the event in a way that resonated with young people, and inspired them, and represented the diverse and exciting range of cultures and creativity that Southampton has to offer.

Our final solution used connecting hands, colours and shapes to visualise diverse cultures. These hands represent the people within Southampton, they point/connect/hold/ intertwine and have unique personalities (rings and hand signals). Alongside unique patterns and shapes to represent the various cultural opportunities in the city. Our logo, typography, colours and imagery were all bright and energetic to represents Southampton’s cultural diversity. All of these elements decorated the cultural quarter and billboards all around Southampton as well as a website dedicated to the festival.

Here is a link to their website: https://whatsnextsouthampton.uk/

It was a pleasure to be part of an initiative that encouraged cultural understanding and appreciation among young individuals. We aimed to ignite curiosity, encourage exploration, and foster a sense of possibility among the youth, thus widening the cultural perspectives of young people in the community. We are proud to have supported such a local event that empowers young people and gives them an opportunity to express themselves, and see how they can explore a path into creative careers.

Here is a link to an article explaining the success of ‘What’s Next Southampton?’: https://uk.sports.yahoo.com/news/free-art-fashion-music-festival-023000120.html

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Why an identity is more than just a logo

James Golding — Fri, 13 Oct 2023 21:10:37 +0000

Why an identity is more than just a logo

By Matthew Ockelford

We’re sometimes asked if we can produce just a logo. We can of course, but without brand and a powerful visual identity working alongside it, it’s unlikely to get the desired results.

First things first, it’s important to understand what a logo is exactly. It’s a unique identifying mark, it’s your brand’s signature, that’s it.

So if we look at it through this lens, would you do business with someone based solely on the quality of their signature? Probably not. Let’s take it a step further, what if the person dressed or acted in a way that wasn’t up to the standard you would expect? We’d wager almost certainly not. So back into branding terms, would you trust the professionalism of a doctor who had a great logo, however used Comic Sans as their typeface? Almost definitely not.

This is where the importance of building a brand identity rather than a logo becomes evident. Without one, establishing a brand that is loved and trusted is made a lot harder.

So what is a brand? A brand isn’t what you say it is, it’s what the consumer says it is. It’s someone’s gut feeling about your product, service, or organization. You can’t tell people how to feel about your brand, that’s up to them. You can however help influence their opinion, and this is done through the consistency of your brand image.
A successful brand identity tailors all of your outwards facing communications to your target audience. That means your logo, typography, imagery and even the way you communicate is geared towards portraying your company in the best possible and most consistent way time and time again. This in turn helps grow trust in your brand and give you the best chance possible of standing out in the crowd for all the right ways.

As a studio we believe in crafting brands that are rich in strategic thinking and purpose. Our aim is to give you everything you need to deliver a consistent, unique, and comprehensive brand experience (including a beautiful logo). This will allow you to always present the best possible image of yourself, help you reach your audience, gain their trust, and earn their loyalty.

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Transitioning between university and the design industry

James Golding — Sat, 12 Aug 2023 07:49:15 +0000

Transitioning between university and the design industry

By Victor Smith

Transitioning from university to the design industry – How university doesn’t totally prepare you for the real world.

Moving from university to the design industry can be an exciting but challenging experience. Here is my experience of transitioning from the comfortable space of uni to the big, bad world.

I had a good university experience, I studied at Coventry University, and I look back on it with fond memories. During my final year, they set up many post uni workshops and schemes to help students transition. These included meetings with careers advisers, lectures from past students and internship schemes. One thing I found particularly useful was a final year module dedicated to self-development, this involved helping us set up and improve upon our portfolios. This really helped me when it came to job hunting later down the line. However, while universities obviously provide valuable education, there are several ways in which universities don’t fully prepare students for the real world.

For me, the number one difference between university life and the real world is the speed of everyday studio life and how tight the deadlines are. During uni, our lecturers would often warn us about this, but it didn’t change the fact that the modules were typically at least 4 months each. Having around 4 months to create a 20-page zine doesn’t prepare students for when you have less than 5 days to do the same thing. Being used to these elongated deadlines for the last 4 years of my life meant I wasn’t ready for this new fast pace.

Next is the limited exposure to real-world challenges: University programs are often designed to be predictable and structured, the real world however, is full of unexpected challenges and ambiguity that cannot be fully replicated in a classroom setting. I found this to be a particularly big change for me.

Another thing is the correct way to name files (turns out that “final-final-final-file” isn’t the best way to name things). It seems such a small thing, but it’s crazy how it important it is for design studios. I’m lucky I got the opportunity to have an internship with a professional design studio before starting my first full-time job here, because it was there where I was taught how they name their files on Dropbox. That prepared me a little for here, as I wouldn’t have had a clue how important it was. It makes a designer’s life easier and saves valuable time.

University provides very little exposure to the world of applications other than Adobe Suite. Creative applications such as Figma and Microsoft suite as well as studio management applications such as Dropbox, Float, Basecamp and Slack were all new to me.

A further point is learning how to talk to clients. University briefs are almost all hypothetical projects. They don’t really teach students how to communicate with clients about work. Coming out of uni, I lacked the required skills to clearly explain my working to a client who might not necessarily understand graphic design terms.

An additional thing I’ve noticed since leaving uni is that the presentation of work is almost just as important as the work itself. This is something that I particularly realised during my internship after uni. The studio really seemed to care about this side of things and spent hours on the specific phrases they would use in their presentations, changing things to dictate how the client would react to something. This is something I never really thought about before now.

Overall, while universities provide valuable education and skills training, students must also know that there are many other things that higher education doesn’t teach you.

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Working locally vs the London commute

James Golding — Tue, 11 Jul 2023 10:54:43 +0000

Working locally vs the London commute

By Joanne Vickers

I’m lucky enough to work in a great studio near to my home, but it hasn’t always been that way. My previous role meant commuting every day from Southampton to London.

Working locally has made me realise there’s many benefits compared commuting to London:

Reduced commuting time and costs: One of the most apparent benefits is the significant reduction in commuting time and associated expenses. By working locally, you can avoid long and often stressful commutes, which can save you time, money spent on transportation, and the physical and mental fatigue associated with long journeys.

Improved work-life balance: Working locally allows for a better work-life balance. With a shorter commute, you have more time available for personal activities, hobbies, family, and relaxation. This can contribute to reduced stress levels and a higher overall quality of life.

Stronger local community connections: Working locally often means being more involved in the local community. You have more opportunities to engage with local businesses, support local initiatives, and develop relationships with neighbours and community members. This sense of connection can foster a greater sense of belonging and well-being.

Greater flexibility and control: Local jobs often provide more flexibility in terms of work schedules and arrangements. Depending on the nature of the job and the employer’s policies, you may have more control over your working hours, which can enable a better work-life integration.

Lower cost of living: Living and working locally can potentially lead to a lower cost of living compared to working in a major city like London. Housing costs, transportation expenses, and other daily expenses may be more affordable in local areas, allowing you to allocate your resources differently or save money.

Reduced stress and improved well-being: Commuting, especially in crowded and busy cities like London, can be stressful and draining. By working locally, you can minimize the daily stress associated with long commutes, which can positively impact your overall well-being and mental health.

Opportunities for local career growth: Working locally doesn’t necessarily mean limited career opportunities. Many local areas have thriving industries and businesses that offer ample growth and development prospects. You may find fulfilling and rewarding career paths without the need to commute to larger cities.

It’s important to note that the benefits of working locally versus commuting to London can vary depending on individual preferences, job opportunities in the local area, and personal circumstances. Ultimately, the right choice depends on factors such as the nature of the job, career goals, lifestyle preferences, and the available opportunities in your local area.

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Design for Good – Cruse Bereavement Care

James Golding — Mon, 10 Jul 2023 21:34:26 +0000

Design for Good – Cruse Bereavement Care

By Joanne Vickers

As part of our design for good we have done some work for a charity called Cruse Bereavement Care. Cruse is an organisation which provides support to people who have experienced the loss of a loved one. It was founded in 1959 and has since grown to become the largest bereavement charity in the UK. It operates through a network of local branches and volunteers across the UK. Their services are confidential, non-judgmental and free of charge.

We like the charities we work for to have a personal connection, and this one does for me. After my Mum died I decided to train to become a volunteer bereavement counsellor for Cruse and did that for some time.

When we decided we would find some local charities to work for I contacted the national cruse organisation and have really enjoyed helping them.

Our work has included infographics and social media images, and a suite of hand drawn sketches:

If you think we can help you please get in touch, we can offer 8 hours a month of free design time, we look forward to hearing from you.

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Ten Questions with… Victor Smith

James Golding — Tue, 17 Jan 2023 10:00:55 +0000

Ten questions with… Victor Smith

New year, new career! For Victor at least. We’re thrilled to welcome Victor into the fold as our latest member of the design team.

Victor impressed us with his stunning portfolio of University work, work ethic and his passion and enthusiasm for graphic design. He’s settled in really well already and we look forward to helping him grow his skills.

Here’s ten questions to get to know him a little better…

1. What do you do?

I am a young progressive designer who’s recently graduated university. I am especially interested in and passionate about experimental typography and editorial design. I can’t wait to learn new skills and kickstart my career at Zap!

2. What’s your career highlight so far?

Prior to joining, I had the pleasure to intern for award winning design studio ‘Our Friends’ in London, however my current highlight is definitely joining Zap!

3. Which brand excites you the most at the moment? (Doesn’t have to be one of ours!)

‘The East London Liquor Company’ recently had a rebrand by London studio ‘Ragged Edge’. I discovered this brand when working in London and fell in love with their brutally stripped back approach. Another example is ‘So Young Magazine’, they are a magazine who specialise in alternative music. They often commission many designers and illustrators to create spreads.

4. Who’s your favourite graphic artist?

At the moment, I love the work of Piper Ferrari (@piperferrari_), she is an american artist who specialises in grunge design for musical artists. A different example would be Joe Boyd (thisisjoeboyd), he experiments with type and analog media using his scanner.

5. What attracted you to Zap?

What attracted me to Zap was the range and quality of work, the enthusiasm James showed to get me on board was also really nice to see.

6. Last film you watched?

Knives Out Glass Onion – It wasn’t great, the first one was a lot better. Daniel Craig’s American accent is proper weird.

7. What’s your guilty pleasure?

Most recently, I’ve become kind of obsessed with the London Underground. I’ve always liked trains a little since I was a kid, but while I lived in London, I became really interested in the history and everything about the underground.

8. Most embarrassing moment?

I’ve had many, but one that sticks in my mind has to be throwing up in the middle of the dancing floor in a club in Cyprus. I should’ve known that mixing my own drinks the whole night was a bad idea…

9. If you could choose any superpower…

Perhaps boring but teleporting can’t be bad, when I really can’t be arsed to get up from anywhere, it could really come in handy.

10. What are you looking forward to most this year?

I am really excited to further my career here at Zap, finally learning to drive and going to all the gigs I have booked.

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Logo redesigns: Why are brands becoming more minimalist?

James Golding — Tue, 13 Dec 2022 22:35:24 +0000

Logo redesigns: Why are brands becoming more minimalist?

By Georgia Robertson

A lot of brands recently have been actioning logo redesigns and branding and are adopting a much more minimalist approach. This seems to be a common trend within the graphic design industry in recent times.

Traditionally, what’s thought of as a ‘good’ logo, is one with detail and design embellishment. Big companies previously would pay big money to make sure that their logos were crafted with detail and intricacy, and this is what was considered ‘strong’. Brands have now however started to deviate from this approach.

A brief history

The history of brands date way back to ancient family crests, and hieroglyphs. Early logos were developed for shops as signage to represent what they did. More modern logos were developed in the early 1900s, in the industrial era, alongside mass printing.

1956 saw a huge turn around in the development of logos, with Paul Rand’s IBM logo design at the forefront. This started the wave of businesses recognising logos for what they could be: an impactful symbol to represent exactly what the company stands for to brand a business.

Memorability

It’s no secret that logos need to be recognisable and eye-catching. But how can brands achieve memorability? Arguably, one of the most important aspects of any brand is a strong colour palette. The colours should be used consistently across all mediums, whether it’s across print collateral or digital. Colour use should not be too complicated, and you should try not to use too many colours. Logos should be simple enough for a consumer to easily digest and the most successful logos have a limited colour palette.

An example of a brand that has recently stripped back their logo to be much more simplistic is Pepsi. This is a brand that has been around since the late 1800’s and has been through a lot of different logo variations. The last logo is arguably the most recognisable, despite being the simplest.

A new design for a new era

Is technology really taking over the world? Well, it’s certainly taking over the consumer industry. As technology has been advancing over the last decade, many things are becoming more digitized. Brands are embracing it and putting everything on the web. Nearly every brand these days has at least a website, and most use social media.

In the pre-digital era, most avenues that brands explored to market themselves involved traditional methods, like TV adverts and billboards. Today, everything is available at the click of a button. So, it’s important for brands to embrace social media and the new technological era. However, there are so many different devices out there, with different ratios and dimensions. So, responsiveness is a key consideration.

A lot of content can be available to a consumer through technology, and digital platforms can have a lot of content to digest on its interfaces. Having an over-complicated logo could potentially overwhelm the consumer. Before, brands would not have this issue as there were limited places that the average consumer would be able to engage with brand content. Social media and the digital age has reversed this, with users able to visit a website or social media platform in a matter of seconds. Stripping a logo back can let the user focus on the content. And chances are, if the average consumer is on your website, they probably aren’t much attention to the amount of detail in your logo anyway!

Consumer behaviour

Believe it or not, psychology can play a role in how successful a brand is. All colours, shapes and styles have connotations that people associate with different things. For example, red can have connotations with anger or fire or passion, while blue can have connotations of calmness or peace. The colours and shapes a brand uses plays a part in how its consumers view it and what they associate it with. Using too many colours and adding too much detail, as many brands used to do primarily before the digital era, can confuse consumers.

Conclusion

Are these logo redesigns just a trend that is bound to change with time, just as fashion trends change? Not if it is done well. The idea of a great logo is to be timeless and easily interpretable. Many previous logos didn’t meet this goal, and used 3D techniques, as well as over-detailing. These techniques made the logos hard to print and could verge on being forgettable as they’re not as striking and memorable.

Graphic designer, Sagi Haviv, has designed some of the most iconic logos around, such as National Geographic, PBS, and Mobil. He claims that a logo should be three things to be successful: appropriate, distinctive and memorable and simple. Logos need to be able to be viewed across multiple different mediums and platforms, and needs to be adaptable to this.

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Type animation in media

James Golding — Fri, 14 Oct 2022 08:25:41 +0000

Type animation in media

By Cameron Tubb

As of arguably the last decade “branding” whether that be a corporate, retail, food, beverage all the way to movies and personal branding has been more important than ever in a world saturated with brands on every corner you turn and every swipe of the finger.

Its essential in standing out and marketing yourself successfully. One of the many facets of branding is its flexibility across an array of mediums. A small part of this is Animated typography, this isn’t anything new but it’s !BIGGER! than ever and where there is a digital screen there is animation. How do you grab attention and make your brand and message stand out on a page? It’s simple, you animate it.

Only designers might look at animated typography and pay any attention to its purpose or the effect it has on us as voyeurs. But even the blissfully unaware all secretly love animated typography (and typography in general). Just take Stranger Things for example. The TV show would not be nearly as cool if it wasn’t for that iconic opening scene that shows the title slowly being built letter by letter as the camera slowly pans out with a throbbing synths to back it up. It’s beautifully simple and became instantly recognisable globally with it now being printed on every conceivable bit of merchandise available. We have been programmed over the many years of advertisement from the clever brains in agencies to associate different typography to different feelings and emotions. Animating this typography with subtle effects can add a whole new dimension to the brand.

Over the years, title sequences for movies/TV shows have tried to create unique titles which themselves are pieces of art and a glimpse into what the TV or movie has to offer. Not all of these of course hero typography but there are some stand out pieces that use animated typography to really enhance your experience. To name a few, Stranger Things, Dexter, Enter the Void (cool visual and audio), Catch Me If You Can, Alien, Killing Eve, Monsters Inc, Star Wars, and Avengers. These all use their typography as either a way to express the meaning of the movie/show or to be vessels to hold content.

One of my favourites is “Enter the Void”. It instantly hits you and gives you a pretty good idea what the tone of the movie is, and within itself is a feast for the eyes and ears. Skip to 1:08 for the best bit.

But let’s take a step back in time, not too long ago, but before Adobe After Effects and where the magical world of practical effects was a cinematographer’s best friend. I was watching James Bond from Russia with Love and as all James Bond movies, they have the amazing title sequences 10/15 minutes into the movie. But this one really struck me, put aside the lure and crude out of date shots of half-naked women of the 60’s and focus on the genius of how they used projectors on the models to showcase the names of the cast members.

Today we could use warp tools to create this effect but it’s so simple yet extremely cool. Even though this isn’t animation, it’s an early example of manipulating typography to emote a feeling and not just to be informative but also to be a piece of the art in itself, evoking feelings and embodying an identity for the movie and the time period it was set. Little fact, the first ever use of kinetic type is considered to be Alfred Hitchcock’s North by Northwest. Opening title designed by the legendary graphic designer Saul Bass. Bass’s inspiration can still be seen today, maybe most notably in the Monster Inc title sequence.

Now let’s come back to modern day and away from the movies and into branding. As of the last decade or so, simple type animation has been on the rise within the brand landscape, with formats such as Instagram and TikTok boosting video/animated posts over static posts via their algorithm giving even more reasons for brands to push animated advertisements. This can be seen across many brands such as Apple, Coca Cola, Burger King, McDonalds, Size, Nike, and brands Zap Creative work with such as Mockingbird and Up & Go. Animation skills, simple or complex, are now sought-after skills when on the lookout for new talent.

Just adding that element of animation allows your content to stand out. Most retail store fronts now have digital screen, most highstreets have digital advertisement boards and even in the big cities, whole walls and city centres are covered with digital screens and fighting for your attention.

So, in conclusion whether you have noticed it or not, animation has become easily accessible and a vital part of the advertisement landscape and something you should be taking full advantage of.

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Web Animation: What’s achievable in 2022

James Golding — Wed, 30 Mar 2022 16:24:16 +0000

Web Animation: What’s achievable in 2022

By Oliver Berry

Web animation has been around for a number of years, but in the last few it’s becoming more and more prevalent and easy to use.

It can be found everywhere, whether it’s when you hover over a button or a loading icon which are used on numerous sites across the web. Cascading Style Sheets is also used to produce parallax scroll effects. Sites like Duolingo uses an animated character on just about every page and for every one of your achievements, all of these are animated using CSS.

In the coming years you’ll see these more and more across the web as an everyday occurrence. We’ll take a look at these effects and how they can enhance your customers experience on your website.

CSS Animation

I’m sure you’ve probably heard of HTML, you can see the HTML of our website if you press Ctrl + U (Cmd + U on a Mac) while on this page, it’s the building blocks of every website… the skeleton if you will. Well CSS is the skin, hair and clothes of the website. Cascading Style Sheets control how the website looks and even the overall positioning of where items sit.

It can also be used to animate elements on your website and is in fact the most common type of animation used on the internet. If you hover over a button and it changes colour, this will be the result of the :hover class in CSS that applies different styles to that element when it’s hovered over.

In recent years it can go even further, with complex animations including multi-step and delayed animations that are actioned when the user clicks. It utilises a property called keyframes and allows the animation of menus, like the one seen on one of our recent projects urchinspirits.com.

CSS hover animations can also produce effects like the one you can see below. None of the elements in this animation are pre-made images, the structure is built using HTML and the styling and animation is built using CSS. It’d certainly make us click on it.

Hover over the envelope to trigger the animation

Animated CSS Mail Button by Jake Giles-Phillips

Loading Icons

When you go to a new website or even change pages on a website you’re already on, sometimes the information won’t load immediately, and this can be masked a little by using loading animations.

Often the animation is a pre-set amount of time rather than the actual loading status of the page, and companies will often use them to keep the user engaged. But a well thought through and implemented loading animation will keep a user engaged, even though most web loading times in 2022 are under 1.5 seconds. Some companies will artificially increase loading time between pages to actually post internal adverts for their services.

The loading icon shown here is animated to show a ripple effect across the bars which also change colour from transparent with a black background to red and back again.

Custom loading animation

Awesome loading screen using only HTML & CSS by Bilal.Rizwaan

Parallax Scrolling

The parallax effect in web design is where the background image moves at a different speed to the foreground. You can see an example of the effect if you’re looking through a window and seeing how your perception of the view changes as you move around in front of the window.

The effect can be used in different ways too, on the Supreme Freight website it’s used as a static image in the testimonials section as the background appears to stay static. Or it can be applied to individual images within a section, like the spirit bottles on the Urchin Spirits product pages.

It’s employed in a really dramatic way on some BBC articles, the piece Now You See Her is a mini-biography about Mary Phillip, England’s first black international football captain.

SVG Animations

This is the newest form of animation, an SVG is actually code rather than an image. It’s a series of mathematical points that your web browser translates into an image and is frequently used in web development for scalable items like logos and icons. The code and image will be approximately physical size on your website, but the SVG can be made as big as needed without any loss of quality.

Sites like Duolingo have taken this even further by creating a series of characters that animate when you click the submit button for each exercise. These animations are incredibly flexible as they can be triggered by events, but also utilised equally effectively on desktops, laptops, tablet and mobile without any loss of quality or performance.

Conclusion

Animation is a fantastic way to add depth and dynamism to your website, and now with modern techniques it’s more achievable than ever. It draws the eye, adds a level of sophistication and polish, and interactivity in animation gives yet another layer of interest. Feel free to get in touch with us if you would like to discuss how your website could benefit from modern animation techniques.

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