This is a simple 4 step example I use time and again when client-facing and with colleagues – it’s crude, but it gets the message across.

I was originally introduced to this line of thinking by Hillman Curtis in one of his books back in early 2000 and since seen exemplified in the work of several talented designers I’ve had the opportunity to work with.

Here’s how it usually starts…

The Client:

You know what, let’s animate it!

Wouldn’t it be great to make it [INSERT: Crazy flashing / rotating / zooming / epileptic-inducing animation here]

Who knows, maybe it would be great, be careful of preconceptions. There may be a good rationale and it may be something worth exploring. Sometimes you’ll even be pleasantly surprised where you end up.

Most of the time though you won’t and in many cases Microsoft PowerPoint is to blame – you know what I’m talking about.

Onto my crude example…

Step #1 A static object

What is it exactly? what’s its purpose? what’s it communicating? how do we, or do we need to interact with it? does it really need to ‘be’ anything more?

Step #2 Click to move it

Did it move as expected? is what’s expected what’s needed? do we want an interaction or real interactivity? does it need something more?

Step #3 How did it move?

How fast did it move and in which direction did it go? how much attention did it get? how much should it really have received?

Step #4 What’s the story?

Is it about the journey or the destination? what story does it tell? does this story add value or does it distract from the object’s purpose?

Summary

Each of these steps demonstrate the essence of the animation, not the object itself as it could be anything, some text, an image, etc.,

What’s important is how animation is used at each step, what value is really gained (if any) and whether you need to really take it to that next level or not.

This added ‘value’ should also be consistent with and complement other parts of the piece, its purpose, audience, creative, etc., ensuring a clear message and that the audience isn’t distracted by any inconsistency.

In most cases your animation isn’t going to be about the motion itself anyway, but when it is it’s worth noting Hillman Curtis:

The motion is the message