Motion is most effective when it clarifies where something came from, what changed and where attention should go next.
MOVEMENT NEEDS A JOB
A transition can establish continuity, reveal a hierarchy or give the eye time to reset. If it does none of those things, it is probably decoration—and decoration becomes noise very quickly.
PACE IS PERSONALITY
Fast interfaces feel efficient. Slower ones can feel deliberate. The right pace should come from the studio’s character and audience rather than a fashionable easing curve copied from another site.
BUILD FOR INTERRUPTION
People scroll quickly, switch tabs and use reduced-motion settings. Good motion supports the experience when present and leaves the information completely usable when absent.