Web Animations That Make Clients Pay More

Summary

In this video, Matt Jumper discusses the art of using motion design effectively on websites. He emphasizes that while animation is easy to add, it should be purposeful and intentional, not just a distraction. The key reasons to use animation include enhancing user engagement, elevating perceived quality, aiding communication, and guiding users through the site. He outlines three core principles—purpose, brand expression, and cohesion—and highlights common mistakes like overusing animations. Ultimately, the value of motion lies in aligning it with a brand's goals and crafting an experience that feels seamless and polished.

Takeaways

• 😀 Animation should be intentional and integrated into the website experience, not just a flashy addition.
• 😀 Overuse of animation can overwhelm users, making it essential to focus on purposeful and meaningful motion.
• 😀 Tools like Framer, Spline, Lahi, and Rive make adding animation easy, but the real skill is knowing when and why to use it.
• 😀 Animation can elevate a website’s perceived quality by reflecting craftsmanship, care, and trust in a brand.
• 😀 Effective animation communicates ideas better than static elements, especially in complex products or services.
• 😀 Motion can guide users through a site, making interactions intuitive and helping with navigation without being overtly noticed.
• 😀 Three core principles of animation: Purpose, Brand Expression, and Cohesion ensure animations are effective and aligned with the overall design.
• 😀 Purpose is the first principle—animation must serve a clear purpose, whether to engage, communicate, or guide users.
• 😀 Brand expression through animation is key—just as a brand’s colors and typography reflect its identity, motion should too.
• 😀 Cohesion in motion ensures that all animations on a site feel like they belong together, creating a unified experience.
• 😀 Avoid common animation mistakes like overloading the site with fade-ins, too many moving elements, or distracting scroll effects that slow down user experience.

Q & A

Why is motion important in web design?

Motion in web design is crucial because it can make a website feel intentional and seamless, enhancing the user experience. Well-executed motion adds value by creating engagement, elevating perceived quality, aiding communication, and guiding user interaction, making websites feel crafted rather than generic.

How can animation contribute to a memorable user experience?

Animation can keep users engaged and leave a lasting impression of your brand, which can translate into better conversion rates, signups, or retention. It helps create an emotional connection, making the experience more enjoyable and memorable.

What role does animation play in elevating perceived quality?

When executed well, smooth, cohesive, and intentional animations signal that a brand cares about its products and overall design. This attention to detail can build trust with users, conveying that the brand is polished and professional.

How can animation be used to communicate effectively on a website?

Animation helps convey messages that are hard to express through static images or text. It can demonstrate product features, explain abstract ideas, or provide interactivity, making communication clearer and more engaging, especially for complex products or services.

What is the role of motion in guiding users on a website?

Motion directs users' attention by guiding the eye, helping them navigate the site without conscious thought. It can highlight key sections, encourage scrolling, or prompt interaction, ensuring that users stay oriented and engaged.

Why is restraint important when using animation on websites?

Restraint ensures that animation serves a purpose and doesn't overwhelm or distract users. Overuse of motion can create visual noise, making the website feel chaotic or hard to navigate. Focusing on purposeful, intentional animation leads to a better, more cohesive user experience.

How can animation be aligned with a brand's identity?

Animation can reflect a brand’s personality, much like body language does for a person. A playful brand might use bouncy, energetic animations, while a tech-focused brand may opt for smooth, snappy interactions. The animation style should align with the overall brand tone and message.

What are the core principles for effective animation on websites?

The three core principles are: 1) Purpose – Every animation should serve a clear function, whether it's engagement, communication, or guidance. 2) Brand Expression – The animation should reflect the brand’s identity and personality. 3) Cohesion – Animations should work together seamlessly, creating a unified motion language that feels intentional and harmonious.

What are some common mistakes to avoid when using animation on websites?

Common mistakes include overusing animations, such as making every element fade in or having too many things moving at once, which can overwhelm users. Another mistake is using animations that are purely aesthetic without adding any functional value, or relying on fake preloaders that don't serve a purpose.

How has the role of animation in web design evolved over the years?

Animation has shifted from being an overly flashy trend to a more purposeful tool that enhances user experience. Websites like Amy, once focused on complex, scroll-based animations, have embraced minimalism, demonstrating how animation should serve the brand’s goals. Today, animation should be elegant and subtle, adding value without distracting from the core content.