Principles
Informative
Motion design informs users by highlighting relationships between elements, action availability, and action outcomes.
Focused
Motion focuses attention on what's important, without creating unnecessary distraction.
Expressive
Motion celebrates moments in user journeys, adds character to common interactions, and can express a brand’s style.
Hierarchy
Motion helps orient users by showing how elements in a transition are related.
Brand expression
Motion is used to express a brand’s personality and style.
Feedback and status
Motion provides timely feedback and indicates the status of user or system actions.
User education
Motion helps users understand how to perform actions.