Good motion is felt more than it is noticed. These are the five principles we come back to on every project.
- Motion explains. Every transition should clarify where something came from or where it went.
- One rhythm. A small set of durations and easing curves keeps a product feeling like one thing.
- Respect the user. We always honour reduced-motion settings and never block interaction with animation.
- Design in context. We prototype motion inside real screens, not in isolation.
- Make it ownable. A signature movement can be as recognisable as a logo.
Want to see these principles at work? Take a look at our work for Dinámica.