The Case for Motion Design: Animations That Convert, Not Distract
Good motion design is invisible when it's working — it guides attention instead of showing off.
Animation on a website has a bad reputation, usually earned by sites that use it as decoration rather than communication — spinning logos, bouncing buttons, transitions that exist purely because they're technically possible.
Used well, motion does something more specific: it tells a visitor what just happened (a form submitted, a menu opened), directs their eye toward what matters next, and makes an interface feel responsive rather than static.
The test we use internally is simple — if you turned the animation off, would the site still make sense? If yes, the motion is enhancing the experience. If the interface breaks without it, it was probably doing too much.
