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Motion

Motion is a verb, not a garnish

Animation should explain something. If it doesn’t, it’s decoration with a loading cost. Notes from our motion review rituals.

Animation should explain something. If it doesn’t, it’s decoration with a loading cost. Notes from our motion review rituals.

Two blurred people standing before a wall covered in small printed images and logos

Written by

The NOFORM studio

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We review every animation with the sound off and the question on: what does this movement tell me that a still frame couldn’t?

Three questions before anything moves

Does it guide the eye? Does it confirm an action? Does it reveal structure? If the answer to all three is no, it doesn’t ship.

The result is less motion, not more — but every movement that survives earns its place.

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