18 Mar Putting Motion to Work – Part Two

Most clients we’ve interacted with are always keen on having some sort of motion element or animated transition on their project, website or application – but when asked why, they rarely have an answer past “it looks cool”. It does look cool, but why should you invest in it? This is Part Two of a topic (read Part One here!)


Motion and People

People love patterns. Patterns exist in every part of our day, from how we work to how we eat, and this translates into to how we use and consume media and apps.

For example – Is your user on mobile? Embrace swiping. People love to swipe, and do it all day. So if a section could logically have a swipe – have the swipe. Going against such an established interaction isn’t a creative touch – it’s a huge misstep for your project. If an experience feels wrong, people won’t use it.




This is the basic idea behind cognition with motion, and how to form connections with the users of your product or site. If people can form patterns with your experience, it becomes part of their patterns, and thus feels much more natural for them to interact with.

Another easy example that is regularly ignored, is your menu button. Almost every mobile website and app has a menu button for users to navigate. Is your menu button in the top right of the screen? If so, when the user clicks it, it should animate FROM the top right of the screen. The user won’t experience any break in their experience, and it will flow from one thing to the next. Smart animations should build on a User’s Experience by allowing them to learn and anticipate how your app will function, and reward them. This in turn builds that cognitive connection we’ve been buzzing about.


The Why

Motion elements are the (not so) secret sauce to websites and applications, because (as a client once said) “It looks cool”. It also allows users and customers to form cognitive connections with your product, app, website or experience – and increase their enjoyment and accessibility ten-fold. This means that with the right animations, transitions and interactions, all users can enjoy the experience both consciously and subconsciously.




That’s how you become slick.