The last element to move on a page will draw the most attention. To convince our customers to act, introduce the trigger last. This approach guides them to the best outcome.

principle momentum

Our velocity style begins quickly and loses thrust as each element draws closer to its resting point. When our visual elements react speedily and slide to a stop, we convey the attentiveness of our system and the physical nature of each element.

principle orientation

Where elements come from can help familiarize a user. The path of movement reinforces our system’s architecture, allowing users to visualize where elements live.

principle direction

Motion paths can impose positive and negative reactions. Positive feelings, like advancement, accomplishment, and addition, can be conveyed when visual elements move either upwards, clock-wise, or from left to right. When those same visual elements move in the opposite direction it is seen with a negative connotation.

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