Motion should have a job
Every animation on a site should explain, guide or reward. If it does none of those, it is decoration you are making people wait for.
(By the Northform studio)
We love motion. We also cut about half of what we design before launch.
Explain
A card that expands into a case study tells the visitor where they are going. That is motion doing work.
Guide
A headline that reveals as you scroll paces the reading. It should never hold back the text someone is trying to read.
Reward
A counter that rolls when the numbers arrive is a small celebration. Keep it short.
Respect the setting
Everything we build checks prefers-reduced-motion and turns itself off for people who ask.
The grid is a promise