Deciding what you use animation for, and how you implement it, for a particular project defines how you express your brand or tell your brand’s story with animation.
Start with the adjectives that you use to describe your brand or product. The description of the personality or feelings it aims to create. Is your brand energetic? Friendly? Strong? Playful? Stable? All this descriptive language can be translated into motion just like it can for other design tools like typography and color. Animation speaks in similar ways.
If your brand is energetic, friendly, or bold, animation that relies on a lot of overshoots or follow-through and anticipation can help convey a sense of energy. Softly overshooting the target position can make animations feel both friendly and energetic. Drastic overshoots and quick speed changes read as bold and outgoing.
Looking to the physical world can be a great option for finding your brand’s style for motion by finding a physical object or creature to emulate with your on-screen animation.
by Val Head · Designer & Web Animation Consultant in Designing Interface Animation
by Jon Robinson · Multidisciplinary experience design consultant in How Sketching Will Make You a Smarter Designerby Jon Robinson · Multidisciplinary experience design consultantin How Sketching Will Make You a Smarter Designer