Animation is a language. Used well, it tells people where to look and what just happened. Used poorly, it’s a screensaver that gets in the way of the content.

Direct attention, don’t demand it

Reveals should follow the reading order, not fight it. A short, springy entrance as a section enters the viewport is enough — the moment it loops or bounces for its own sake, trust drops.

Performance is part of the craft

Every effect has a cost. We prefer transforms and opacity, keep durations tight, and pause anything off-screen, so the experience stays smooth on the devices people actually use.