The way an interface moves says as much as the words on it. Here is how we choose speed, easing and rhythm for a brand.
Speed is personality
A bank should not move like a skate brand. We define three durations per brand, fast, base and slow, and use nothing else.
Easing is attitude
Sharp ease-outs feel confident. Long ease-in-outs feel calm. We pick one curve for entrances, one for exits, and we write them down.
If a movement does not explain something, it is decoration. Decoration gets tiring.
Rhythm is restraint
One orchestrated moment per page beats ten small ones. Choose the moment, then let everything else stay still.
