Motion has replaced gradients as the default way to signal “modern.” Most of it is noise.
Three principles
- Motion should serve the argument. If removing it doesn’t change the user’s understanding, remove it.
- Easing is half the work. Linear motion looks mechanical. Custom cubic-beziers are what separate craft from Canva.
- Stop at one motion per screen. If three things move at once, nothing moves at all.
The corporate context
On a corporate site, motion signals seriousness in a very narrow band. Too little and the site feels dead. Too much and you’re a landing-page generator. The right answer sits closer to the “too little” side than any agency instinct wants to admit.