The Dos and Don’ts of Motion Design in 2026
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16.01.26
At first glance, motion design can look simple. Add a bit of movement here, throw in a slick transition there, and suddenly you’ve got an animation. Easy, right?
Not quite.
Just like any other part of brand design, the difference between motion that works and motion that doesn’t comes down to intent.
Done well, motion brings a brand to life, helps people move around smoothly, and leaves a lasting impression. Poorly done, it distracts, frustrates, or even makes your product more complicated to use.
Here’s what we’ve learned from years of seeing brands get motion right and very wrong.
1. Do Keep It On-Brand
Motion isn’t a separate bolt-on; it’s part of your brand identity. The way you animate should feel just as consistent as your fonts, colours, and tone of voice.
We’ve all seen brands that suddenly throw in flashy 3D spins or random bounces that have nothing to do with their look and feel. It jars. Worse still, it makes users question the experience.
How to do it right: Start every motion project by checking your brand guidelines. Build a “motion language” from those foundations, so even the smallest hover feels like it belongs.
2. Don’t Overload
It’s tempting to animate everything. But if everything moves, nothing stands out. I’ve seen sites where every button slides, bounces, or wiggles… The result isn’t impressive; it’s noisy.
The fix: Before you hit play, ask yourself: Is this animation adding meaning, or is it just decoration? If it’s just decoration, strip it back.
3. Do Move with Purpose
Motion isn’t about showing off. Its job is to guide people through a checkout, across a page, or into the next part of your story. Think of it as stage direction, not fireworks.
How to do it right: Treat every animation like a mini-story. Even a simple fade has a beginning, middle, and end. That’s what makes it feel smooth and intentional.
4. Don’t Slow Things Down
Nobody wants to sit through a logo that takes six seconds to spin before they can click “buy.” (Yes, I’ve seen this happen.) If your motion slows people down, you’ve lost them.
The fix: Keep it snappy. Test with real users. A good rule of thumb: if it feels slow to you in testing, it’ll feel painfully slow to your audience.
5. Do Consider Accessibility
Not everyone experiences motion the same way. For some, heavy movement can be uncomfortable or even trigger issues.
How to do it right:
- Provide a “reduce motion” option.
- Avoid flashing effects.
- Test with real people, not just your own team.
Accessibility isn’t about ticking a checklist, it’s about respecting the people who use your product.
6. Don’t Animate Everything
Motion is most potent when it’s rare. If you animate every single element, users stop noticing.
The fix: Save animation for the moments that matter: guiding, explaining, or surprising. That way, motion feels special, not expected.
