When scrolling/reading a web page, it literally changes that section of the text so that it fades to gray.
So, "everything scroll fades".
I couldn't find a way to turn it off. Quite irritating, IMHO.
EDITED TO ELABORATE: The issue with iOS "scroll fade" text color in Safari near the top notch, is that this makes that top-edge-text "dynamic" (changing) and thus "draws attention" to it visually, thus competing for eyeball attention when I am probably actually reading somewhere further down on the page. Also, I would still like to be able to glance up to the topmost visible text if wanted, without having to adjust to its different and less visible colors. Apple designers should know all this. Further, I'd say the page text color should probably by default respect what the web page designer configured it as, and not have the OS change that ext color color (unless the user gets fancy and requests an override with dark mode or whatever settings).
This article's critique seems valid, too (more generically about "scroll fade" in interfaces, e.g. web pages, which seems to mostly be about items appearing gradually via motion). Personally, I see less of that these days, compared to making every page in an OS fade out where unnecessary.
My "edge to edge screen" iPhone now resembles the last generation of iPhones with home button from 2017.
"Reader Mode" shouldn't even be a special mode. It should just be the default browsing experience, and users who want all this styling crap should have to enable "Clown Mode" or something.
The goldfish animation along the bottom is epic and i will have to mine that bit for reuse somewhere :).
I could be wrong, but my simple guess is that it's become widespread in LLM-generated websites partly because of Anthropic's own style guides getting adopted through Claude-bundled skills and such.
“Motion: Use animations for effects and micro-interactions. Prioritize CSS-only solutions for HTML. Use Motion library for React when available. Focus on high-impact moments: one well-orchestrated page load with staggered reveals (animation-delay) creates more delight than scattered micro-interactions. Use scroll-triggering and hover states that surprise.”
15 years ago it did look very polished, boutique, professional. Now that it's a module everyone can do, everyone literally does it for every module.
Also there's tailwind that likely has a module for all the modules in webflow.
Because it is.
For sites with dynamic content (social media, news, etc.), it doesn't happen.
But commercial sites trying to convince you to use their product, they're incredibly common. It's not always a fade in exactly like this site does it. Sometimes it's content sliding in from the side.
It's incredibly pervasive on SaaS marketing pages.
That would explain my ignorance of it - such sites are in the bottom negligible percentage of sites which i might accidentally visit but never purposely do.
It goes where you click in the water area
Maybe it's too subtle to notice.
Edit: on odeva.nl
This site is intentionally doing it very poorly to make a point. Really, the takeaway should be don't do things poorly. But that's kind of obvious.
I've seen it quite a lot, but apparently I've never seen it done well. It's a very annoying effect that chases me away from the site using it.
This becomes worse for people who just skim content, re-read the text, or want to quickly scroll to a specific place in text
It's always awful. This site is exagerated in degree, but in kind it's merely on the scale of awful.
Computers should not waste my time. Even if eyes are 10ms faster than the awful fade, if a million people see it, that's almost three hours of human life down the drain.
And when scrolling fast, or far, it's not uncommon to half it waste a second of human time. A million of those is 38 human working days, just flushed down the toilet, because someone wanted "pleasant".
It's fantastically disrespectful of other people's time.
The web is already slow. No need to deliberately spend effort to make it even slower.
I’m a fast scroller and skimmer. Info scroll down and the text is not there I’ll just assume that the site is shot and close it. Ain’t nobody got 200ms to wait for a god damn fade in when there’s an infinite amount of sites out there to discover.
Apple uses it for their various pages, and it is legitimately annoying-
Tesla is a fan as well-
Occasionally sites use lazy loaded images, and do a "fade in" effect when they're actually loaded. Nothing wrong with that particular use.
Love how that page takes almost 10 seconds to load for the first time on a 200Mbps connection
I suffer from pretty severe motion sickness, which hasn’t really improved as an adult, and this page immediately made me feel like I’m going to throw up. Had to switch to reader mode after the first image. I was always the kid who couldn’t read in the car, and was always groggy on long road trips because of Dramamine (side note, Meclizine has significantly improved my life, as it has largely the same effect without drowsiness). As an adult I’m fine as long as I’m in the front seat, public transit is terrible for me. Elevators are tiny torture chambers, especially when stopping on multiple floors. And it’s cumulative, the sensation becomes worse the more I’m exposed to it over the course of a day (I have a mental “theme park budget” in my head of how many rides I can comfortably do!). VR can’t have any motion that isn’t firmly anchored to a sense of place (space ship/driving sims are okay though!)
I’m glad awareness is being raised about this, but I’m curious what websites are using this now? Is it just personal blogs and the like right now? I definitely would have noticed this cropping up on websites I frequent.
Me too! The worst part about this is anytime there's more than two adults in the vehicle, the "front seat" has all sorts of social expectations and courtesies. I once mentioned that I get motion sick when not in the front seat, and I could tell that nobody believed me and thought it was an uncool way to try and guilt people into letting me monopolize the favored chair. After that I don't bother, but od try to avoid shared cars because in those I'll be quietly sitting in a torture chamber while others around me don't understand.
Also, good God those drivers whould constantly gas-brake-gas-gas-brake-gas-brake-brake-gas. I get it when all the sudden traffic rapidly and unexpectedly slows down, but so many people seem to always be pressing at least one pedal, never coasting. It's torture
I don't, and yet I am also feeling nauseated after reading that page! What a truly awful experience.
Also: I've noticed a new abuse recently of sites implementing scroll momentum on desktop — has anyone else seen this? I couldn't believe it, but there it was.
I'm not against animations in UI design but these should be used purposefully to direct the user's attention on something or for minimal aesthetic effect. When everything is moving it's just like adding a ton of ketchup to everything.
It's not realistic, though. Illegible sites never get that detail right.
In general I like it when it is done on images. When done slowly on text it really bothers me.
And also completely functional and accessible but where's the fun in that?
I don't want your product to spin while I scroll down. I don't want animations or boxes to start appearing or disappearing. I don't want helpful tooltips, popups, or "I hope you enjoyed this" notifications to appear as I scroll.
What I want when I scroll is for the page to move, either up or down, in a completely consistent manner. I want to be able to reasonably predict what I'll see as I go up or down.
Apple loves this shit. Fortunately they aren't AS BAD as they once were, but you'll still encounter it on their product pages.
i will umatrix you
If you design the animation to be way over the top like this, and then design the page to use it on every line then of course it looks like shit.
This is like arguing against any amount of sugar in food and then shoveling it into someone's mouth to try to prove your point. It's disingenuous and you aren't proving anything. I don't even think the top agreeing comments here are coming from web devs or the target users.