RESEARCH / 2026
When Three.js improves a marketing website
Spatial interaction earns its place when it makes a proposition clearer, a system more explorable or a transition more memorable.
HTML remains the source of truth
Core messages, links and evidence should remain server-rendered. WebGL enhances the interface instead of becoming the only place where meaning exists.
Motion needs a job
Use camera movement to show hierarchy, shaders to support transitions and 3D objects to embody the subject. Decorative load without meaning is removed.
Performance is art direction
DPR caps, texture budgets, visibility pausing, reduced-motion behavior and isolated rendering layers shape the final aesthetic as much as materials do.