Every website moves now. Things fade, slide, parallax and bounce. And most of it means nothing. Motion has become the parsley of digital design — sprinkled on at the end to make the plate look finished.
Good motion is not decoration. It is communication. It tells you where you are, where you came from, and what just happened. It establishes hierarchy, guides attention and gives an interface a sense of physics and personality.
The test is simple: if you removed the animation, would the experience be harder to understand? If the answer is no, the motion is probably noise.
At its best, motion is invisible — you feel it before you notice it. That is the bar. Not “is it impressive?” but “does it make this clearer, more alive, more human?”
Theo Nakamura
Design Director
