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I’m not at all sure what it’s called, but I’m seeing this technique used more and more. What is it? How does one do it?
Ex:
http://fearthegrizzly.com/ – scroll down, image fades as “We Love Film” is brought up
http://www.minervastreetwear.com/lookbook/ – scrolling rates of image of guy in hat vs guy in jacket vs text
It’s called parallax. Maybe you want to read this blog article:
http://smashinghub.com/7-jquery-parallax-and-scrolling-effect-plugins.htm