Amazon : Display of motion

Subtle moving images on the online retail giant’s US consumer home page could have applications for corporate websites.

click to view

The feature

‘The dress shop’ on Amazon’s US consumer site is a panel that features – at the time of our recent visit – a moving image of a model showing off a dress. On a desktop or laptop display, the image begins to move automatically after the page has loaded, runs for less than 10 seconds, before returning to a fixed pose.

Unlike conventional uses of online video, there is no visible border between the moving image and the rest of the website; there is no option for sound; and clicking into the video links to a deeper page with more women’s dresses. There is no way to play the video again, unless the site is reloaded.

The takeaway

This low-key and well-integrated approach to online video could have applications for corporate websites, for example in About sections or product areas.

Moving images, when used in this understated way, are eye-catching (without being annoying); and much more effective than still images to display objects – whether they are dresses, or in a corporate context, oil drills, wind turbines or automobiles.
First published 17 February, 2016
< Back to Tips