Ensuring that animated content feels cohesive with a company's static design system is crucial for maintaining a strong identity across all touchpoints.
Defining Motion in the Context of Design
Motion design exists as a specific subset of graphic design, bringing together traditional design principles with motion graphics and video production techniques to create engaging visual communications.
Adapting Traditional Principles for Brand Traits
The foundational rules of movement, such as the twelve basic principles of animation—which include concepts like anticipation, easing, and squash and stretch—can be tailored to reflect a brand's unique characteristics.
Examples of Brand-Specific Physics
For example, a company that positions itself as highly agile and fast-paced might employ sharp, abrupt easing curves in its animations. Conversely, an enterprise focused on communicating security and reliability would likely benefit from more steady, linear motion to convey stability.