Animation is a powerful communication tool that can bring designs to life, guide viewers through complex problems, tell meaningful stories, and help make progress. IBM’s approach to animation emphasizes effectiveness, conciseness, simplicity, and engineering.
The key is to use two essential types of motion – productive (efficient and responsive) and expressive (enthusiastic and vibrant). These create a compelling contrast and nuanced personality. Productive motion conveys professionalism, confidence, and efficiency, while expressive motion evokes more personality and emotion.
Animation can serve various applications, from illustrating concepts to enhancing user interfaces. It can guide users through experiences, highlight progress, and create a distinct tone – from cheerful and lighthearted to forthright and reserved.
