Animation & Motion Design

What is
Animation & Motion Design?

Animation in UI/UX design is the process of adding motion to UI or visual design elements to enhance the product’s interaction with the user, increasing usability, & adding a touch of delight. Motion in interface design along microinteractions alert the users about changing states, how to progress to the next stage, & even draw their attention to the right functionalities. Animation & Motion design in UI/UX also add to visual appeal, making designs more dynamic, intuitive, & interactive. 


Why is Animation & Motion design important?

  • Increase visual aesthetics & appeal 
  • Make your brand stand out from the crowd
  • Easy brand recall & recognition 
  • Enhance usability by drawing users’ attention to the right elements 
  • Decrease cognitive load by visually communicating more than just by text 
  • Simplify complex information & tasks thus enhancing usability 
  • Enable brand storytelling 
  • Add value to your existing content 
  • Make interfaces more interactive & intuitive 
  • Can easily draw attention to the right interface elements to simplify tasks & navigation 
  • Can make interface design more realistic by mimicking actions from the real world & adding it in digital interfaces 

Animation & Motion in user experience design

Animators & motion designers add a lot to the overall user experience design. The main functional benefit of animation & motion design in UX design is that these ease completion of tasks, navigation, & search for the right information across the entire product. Motion & microinteractions can mimic real-world entities such as adding items to a cart, making payments, booking consultations, etc in the digital ecosystem thus removing the physical/digital boundary.

In many cases, animation & motion design can pave the way for more accessible & inclusive designs by making use of universal symbols & gestures that are free from language & ability restrictions. Animation & motion design also add a touch of delight that further enhances the brand image. By guiding the user throughout the platform by drawing their attention to the right elements at the right time, animation & motion design can greatly enhance the overall user experience of your product. 


How is animation & motion design done?

  • Even though imagination & abstract thinking are critical to animation & motion design, there still are many constraints to this process. Animation & motion designers must keep in mind the target user groups & the industry they are designing for & must create visual assets that do justice to both.
  • It’s important to understand the design brief properly – from the brand image to tone to business goals & ultimate vision. All of these help build a cogent animation & motion design plan.
  • Scripting & storyboarding are essential before the actual animations & motion design assets are created. Storyboarding has to closely follow user needs & expectations & business offerings.
  • Animation style, music (if needed), transitions, timings -all of these are of critical importance. All of these should comply with the overall brand tone & client requirements. 
  • It’s important to get feedback from internal & external stakeholders & iterate upon a number of ideas before freezing the final designs.
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