marchatton 12 Principles of Animation
Source: ui-skills.com.
Disney animators codified these principles in the 1930s to make drawings feel real. We use them to make pixels feel human. The problems are surprisingly similar.
When to Apply
Reference these guidelines when:
- Adding motion to UI components
- Reviewing animation quality and feel
- Designing micro-interactions and feedback
- Making interfaces feel more alive and responsive
- Deciding what should (and shouldn't) animate
Principles Overview
| # | Principle | Web Application |
|---|---|---|
| 1 | Squash and Stretch | Convey weight and elasticity in morphing elements |
| 2 | Anticipation | Prepare users for what comes next (wind-up before action) |
| 3 | Staging | Direct attention through sequential animation |
| 4 | Straight Ahead & Pose to Pose | Define keyframes, let browser interpolate |
| 5 | Follow Through & Overlapping | Use springs for organic overshoot-and-settle |
| 6 | Slow In & Slow Out | Apply easing curves for natural acceleration |
| 7 | Arcs | Add curved paths for organic movement |
| 8 | Secondary Action | Reinforce primary actions with subtle flourishes |
| 9 | Timing | Keep interactions under 300ms, be consistent |
| 10 | Exaggeration | Amplify motion for emphasis (sparingly) |
| 11 | Solid Drawing | Use perspective, shadows, and depth |
| 12 | Appeal | The sum of all techniques applied with care |
Quick Reference
1. Squash and Stretch
Digital objects don't have physics, so we fake it. Subtle deformation conveys weight—but don't overdo it or professional software becomes a cartoon.
2. Anticipation
Give cues before major actions. Pull-to-refresh hints, buttons that compress before sending. Reserve for moments that matter—too many wind-ups make apps feel sluggish.
3. Staging
Guide the eye through sequential animation. Dim backgrounds, focus on important elements. Direct attention like a film.
4. Straight Ahead & Pose to Pose
Focus on key poses: start state, end state, maybe a midpoint. Context menus animate on exit only—entrance animation compounds into irritation.
5. Follow Through & Overlapping
Nothing moves as a single rigid unit. Springs add organic overshoot-and-settle that easing curves can't replicate. But too much stagger makes interfaces feel slow.
6. Slow In & Slow Out
ease-out: Entrances (arrive fast, settle gently)ease-in: Exits (build momentum before departure)ease-in-out: Deliberate movements
7. Arcs
Curved paths feel inevitable, like water finding its level. Best for hero moments and playful interactions. Utilitarian interfaces work fine with straight lines.
8. Secondary Action
Flourishes supporting the main action—sparkles after success, sound effects on impact. Think games: they combine sound and visual effects for impact.
9. Timing
Keep interactions under 300ms. Be consistent—if one button animates at 200ms, all buttons should. Define timing scales early, reuse everywhere.
10. Exaggeration
Push past physical accuracy to make points land harder. Use sparingly for onboarding, empty states, confirmations, or errors.
11. Solid Drawing
Shadows suggest depth. Layering implies hierarchy. CSS perspective gives 3D transforms actual depth.
12. Appeal
The difference between software you tolerate and software you love. Not one technique—the sum of all techniques applied with care and taste.
Key Guidelines
- Balance: Too much animation turns professional software into a cartoon
- Consistency: Define timing scales early, reuse everywhere
- Purpose: Great animation is invisible—users think "this feels good"
- Restraint: Not everything needs to be animated