We pick a typeface for every brand without thinking twice. We pick an easing curve almost never. That is a mistake, because people feel motion before they read a word.
Curves have a voice
A fast start and a long settle reads as confident. A soft start and a sharp stop reads as playful. Use one curve everywhere and the whole site starts to sound like one person.
People feel motion before they read a word.
One curve, three durations
We fix one curve and three durations in week one: short for hovers, medium for reveals, long for page changes. Everything else is a combination of those.
What goes in the motion sheet
- One easing curve, named and shared
- Three durations, in milliseconds
- Stagger rules for lists and grids
- What never moves
