Designing motion that explains, not decorates

Animation should answer a question the user is about to ask. A short field guide from our motion team.

Most interface motion is decoration. It looks nice once and becomes friction by the tenth visit.

Three questions before anything moves

Where did this come from? Where is it going? What changed? If a transition answers one of those, it earns its milliseconds.

Short for feedback, longer for spatial changes, and almost never longer than 600ms for anything a user waits on.

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Ovra is an independent creative studio based in New York, working with brands worldwide. Strategy, design and development are all handled in-house.

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