Your future is in motion … design

Motion design is a subset of graphic design, in which designers actually bring their artwork to life through animation. The fun and aesthetic aspect of motion design is obvious, but animation can also serve a functional purpose. Exactly why it is becoming a necessary component in your marketing mix.

It is well known that User Experience has become the most important aspect of your website, application and basically every touchpoint with customers and prospects. A proper and well-functioning User Interface is what ensures the success of your UX. In comes motion design: by animating small aspects of your UI, it can be very helpful for users to navigate through and use the website or application. These animations are subtle yet obvious enough to grab one’s attention. Immediately the first purpose of motion: orientation. Animation can help a (new) user focus, guiding them towards the parts of your platform where you want their attention to be.

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Another very important use of animation is as confirmation of an action. A user gets feedback right after performing an action – in that way, you spare people their pondering whether they actually clicked on the button or not. You’re not left questioning yourself if you really uploaded your file, or if your e-mail has been sent. We’re talking about small animations, a simple yet effective response to an action. This is called a micro-animation or a micro-interaction. It’s important to consider the integration of animation in your UI design from the very start. It should not be an afterthought, just as much animation should not be used just for the fun of it, as it will annoy people. Motion should always have a purpose: functional or aesthetic.




Trigger figure: further use of animation


Animation can obviously be used to get people’s attention and trigger them to discover more. Think of dynamic and interactive banners. A static banner may look beautiful, but it’s the one with movements that’ll end up as a winner. Be it a small or huge animation, our brain is bound to respond to moving imagery. It is of course out of question that your designs still need to be attractive and relevant if you want people to click on it.

Social media is another platform on which animation is claiming its place. Gifs and videos are everywhere and beating the numbers of static visuals. Yet again another fine example of the aesthetic functionality of motion design. Even the smallest animation will trigger a Facebook or Instagram user much more than a simple, static visual. Since social media are such fast media, it is even more important to always make sure to grab users’ attention as much as possible.




Next to navigation, orientation and feedback, animation is also to be used in its aesthetic, triggering form on websites and applications. As long as you don’t go overboard with motion everywhere, your animation may push the user to continue using your platform because you enticed them with beautiful visual storytelling. Because yes, motion does tell a story. Fun fact: you can use animation to make sure not to trigger feelings such as annoyance. When uploading a file you can break your animation into separate ones to give users the impression they are not wasting time. If you struggle with latency, a small animation instead of a classic loading icon gives a user the perception there is no delay as the animation distracts them. A sneaky way to provide the best experience to your users!


Convinced that motion design is indeed a necessity to your marketing mix? The Reference has experts who’re eager to discover how animation can improve your presence as a brand through an excellent UI and UX. Don’t hesitate to contact us!


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