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Motion

Our approach to motion design utilizes both design and illustration principles to accentuate otherwise static elements into a kinetic form of visual communication that enhances the user experience. This also gives us an opportunity to inject Burton’s unique personality. 

Motion Principles

These principles should always be considered while working on a motion project. 

  • Natural
  • Intelligent
  • Tempo

Natural

The animation and motion work should have a natural and organic feel to it. Consider easing keyframes to mimic organic and natural movement within your composition. Elements and objects shouldn’t start at full speed—there should be a natural build up from slow-to-fast, or fast-to-slow. 

Your motion work should feel natural and mimic how objects from nature move in the real world through forces such as gravity.

Intelligent

Motion should enhance the user experience. It should surprise and delight. It should be smart. It should not be distracting.

In this example of our brand site navigation—notice how the animation is purposeful in helping highlight sections for the user making navigation easier. Motion should not exist just to exist.

Tempo

Motion should either set the tempo for the project or be cohesive in tempo to the additional elements and assets within the composition. 

DON’T: Notice how the type and logo are set at the same speed. This doesn’t accomplish setting the tempo and results in a lackluster animation.
DO: In this animation the type and logo elements set a more engaging tempo that is easier to digest and result in a more interesting overall composition.

If you’re setting the tempo of the project with your motion design—make sure the tempo expresses the right tone. Any additional elements and assets, if included in the composition, such as video, music and sound, also need to reflect that tone.

If you’re not setting the tempo of the project with your motion design—make sure that the tempo of the elements in your motion design are cohesive with the additional elements and assets within the composition, such as video, music and sound. For example, if the video within your composition is moving at a mellow tempo—you want to match that mellow tempo with your motion design to ensure cohesiveness.