BY BLUE MANGO / STUDIO NOTES
Personality lives in the decisions.
A website does not become distinctive because it contains more animation. It becomes distinctive when its typography, language, pace and interactions all express the same point of view. Consistency gives the unexpected moments their power.
Give motion a job.
A transition can explain where something came from. A reveal can direct attention. A hover can confirm that something is interactive. If an effect does none of these things, try removing it and see whether the experience becomes clearer.
Make room for real people.
People arrive on small screens, slow connections and assistive devices. Some prefer less motion. A brand that feels considered should work for them too. Start with a readable, usable page, then add the moments that make it memorable.