Animation in UX must be unobtrusive, brief, and subtle. Use it for feedback, state-change and navigation metaphors, and to enhance signifiers.

Moving elements are a powerful tool to attract users’ attention. When designing an animation consider its goal, its frequency of occurrence, and its mechanics.

Read about effective types of web animation and check plenty of motion design examples by tubik team, showing how motion supports web interactions and usability.

Define a trigger, transformations, duration, and easing of the animation, and be mindful of accessibility issues and annoying the user.

Nowadays it’s hard to impress or even surprise with an interface animation. It shows interactions between screens, explains how to use the application or simply directs a user’s attention.

The best way we've found to do this is by adjusting the animation in a way that makes it more subtle.