Motion that explains, not motion that decorates

Motion is the easiest way to make a site feel premium and the easiest way to make it feel slow.

Rule one: it must answer a question

Where did that come from? Where did it go? What changed? If an animation answers none of these, cut it.

Rule two: it must survive reduced motion

Every effect we ship has a still version that tells the same story. If the still version is confusing, the animation was hiding a design problem.

Rule three: under 400 milliseconds, mostly

Interface feedback should be quick. Save the long, cinematic moves for the places people are happy to wait: a hero, a case study opening, a launch.