Motion design has moved beyond ornamental flair. When applied systemically, animation clarifies intent, communicates hierarchy, and reinforces brand voice. In this piece, I break down a simple audit to evaluate motion quality and share a few heuristics for shipping interactions that feel both expressive and performant.
- Clarify the objective. Every motion sequence should reinforce a product decision—draw attention, confirm an action, or reduce cognitive load.
- Design for rhythm. Use easing curves and durations that feel cohesive across the experience. I start with three tempos: micro (120ms), macro (240ms), and cinematic (400ms+).
- Prototype early. Tools like Framer Motion or Rive make it easy to prove intent before investing in production code.
When teams align on these fundamentals, motion becomes a shared language rather than an afterthought. The result: interfaces that feel alive, purposeful, and unmistakably yours.