Motion is not decoration — it's direction. Used well, it guides attention, explains change and makes a site feel alive and trustworthy.
Used badly, it taxes performance and distracts from the message. The line between the two is intent: every animation should have a job.
Favour motion that communicates — reveals that establish hierarchy, transitions that preserve context, micro-interactions that confirm actions.
Respect the user: honour reduced-motion preferences, keep it fast, and never let a flourish get between someone and the button they came to click.