Motion is product language

The best interface motion answers a question: where did this come from, what changed, or what deserves attention next? We use a small hierarchy of transitions, test every sequence without motion, and treat performance as part of the creative brief.

Begin with continuity

Before adding movement, map the state change. Shared geometry, stable anchors, and deliberate timing usually do more than elaborate effects. Then test the same interaction with reduced motion and keyboard navigation.