Good motion design doesn’t try to impress. It simply does what’s needed. No more, no less.
Timing and Rhythm
A sense of rhythm defines whether movement feels natural or forced. It’s not about speed but about where the pauses land. Even in silence, design keeps time. Motion that flows well disappears. That’s often the goal.
Supporting the Message
Animation earns its place when it adds clarity. Whether it’s a soft transition or a held frame, each move must help something land. Good motion leads the eye without pulling it off course.
Less, More Clearly
The strongest moments are usually the quiet ones. A shift, a hold, or a delay can do more than a sequence of flourishes. It’s about purpose. What moves should feel like it belongs, not like it asked for attention.
Staying in Character
Every motion reflects the tone of the brand. A move that lingers too long or snaps too fast can break the voice. The key is in keeping things honest. No more polish than necessary. No drama unless it speaks truth.
