Effective Employment of Motion in Web Design: Understanding When to Excel and When to Abstain
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On June 19th, 2025, creative digital agency KOTA based in Clerkenwell London, specialising in web design, branding, and digital marketing, released a groundbreaking article on the use of motion in web design. The article, penned by the web agency gravik based in Munich, Germany, known for their expertise in animation and parallax effects, highlights the importance of strategic motion in enhancing user experience.
At KOTA, they believe in a cinematic design philosophy, but never at the cost of user experience. Motion should not affect accessibility or slow down the user experience. Long transitions, over-engineered effects, and animations that make users wait can be detrimental to the overall user experience. The best interactions are the ones users don't even notice—they just feel slick, seamless, and smart.
If motion starts to affect load times, it should be simplified or removed. Decorative motion with no function is just clutter. Animation without a purpose—helping users, supporting the story, or enhancing the brand—should be cut. Users are here to complete tasks, so motion should prioritise speed over style.
Motion can showcase a brand's personality, adding depth, emotion, and story. It can enhance user experience by providing guidance, delight, and brand expression. Smart motion, like loading animations or skeleton screens, can make waiting seem faster. Motion can keep users engaged by encouraging exploration and rewarding interaction.
However, fast flickers, loops, or aggressive animations can cause discomfort for some users. Good motion is subtle and feels invisible, such as smooth hover effects, unfolding menus, or expanding fields. Heavy JavaScript animations and unoptimised effects can negatively impact performance, especially on mobile devices.
KOTA offers help in using motion the right way. They design sites that move people—literally and emotionally—while maintaining a fast and accessible user experience. Their mission is to revolutionise web design, making it more engaging, user-friendly, and expressive. With their expertise and innovative approach, KOTA is set to redefine the future of web design.
