image credit: Google DeepMind
Motion Design Systems
They are becoming a key part of digital experiences, helping create smooth, engaging interfaces. We can clearly see that many companies put serious effort in the systematization of components in both design and code. Such systems were rarely created for motion but more and more teams see the benefits.
In this guide, we’ll walk you through what a motion design system is, how it benefits your brand, and the steps to build one from scratch with your motion team, or maybe - with us!
What is a Motion Design System?
A motion design system is a set of rules, guidelines, and assets that organize and structure the use of motion in your design work. Think of it as a toolkit that helps you create consistent, efficient animations and transitions in digital products. By defining how elements move, how long animations last, and how one screen transitions to another, which elements are used together, a motion system brings life to the screen, guides users through complex experiences, and makes navigation easier and more intuitive.
A motion design system typically includes:
- Style Guidelines: Defines the overall look of your animations (e.g., colors, iconography, typography, photography).
- Timing: Establishes the duration and rhythm of animations.
- Easing: Controls how quickly or slowly elements move, creating natural-looking motions.
- Templates and Asset Libraries: Reusable motion assets for faster design and consistency.
Klarna have created a nice overview of how a motion design system could look.VEVO has also published part of theirs in their brand guidelines.
Why Use a Motion Design System?
Consistency
A motion design system makes sure all your animations fit together and represent your brand in the best way. Whether it’s a button click or a page swipe, everything feels consistent. This makes the whole experience smoother for users, who start to expect how things will work because of that consistent feel. For example, Google’s Material Design system sets clear rules for motion, so users know what to expect when they interact with elements.Consistency also means that your design looks polished and professional across all platforms. When users see the same behavior on mobile, desktop, or tablet, it builds trust.
A good example is Apple’s use of motion in iOS—every swipe, scroll, and tap follows a predictable pattern, making it easy for users to feel at home with the product.
Efficiency
A motion design system helps you work faster by providing ready-made rules and assets. You’re not starting from scratch every time you want to animate something. Instead, designers and developers follow a system, speeding up the workflow. This cuts down on production time, so you can focus on more creative tasks.
Take Airbnb's design system as an example—they built reusable components that drastically cut development time for their app updates.
Having set guidelines also reduces back-and-forth between teams. Everyone knows the rules—whether it’s timing, easing, or transitions—so there’s no need to debate how an animation should behave. It’s all set up. This means less time spent on redoing animations and more time spent on refining and innovating.
Engagement
Good motion design grabs attention and makes interactions feel smoother. It guides users through your app or website, showing them where to go next. When done well, motion can even reduce cognitive load by visually showing users what’s happening. For instance, Spotify uses smooth transitions when moving between playlists and album pages, helping users feel more connected to the app's flow. They also include heavily motion into their "Wrapped" end-of-the-year promo.
Motion also makes actions clear. Think of the “like” animation on Instagram—the little heart pops up, and you instantly know your action was successful. Small touches like these can make the user experience feel more engaging and responsive.
Motion isn’t just decoration; it’s a key part of guiding users and making their journey through your product more intuitive and enjoyable.
Key Components of a Motion Design System
Timing
Timing is the heartbeat of motion design. It defines how long an animation lasts and how fast or slow elements move. Shorter animations (like button presses) should feel snappy, while longer transitions (like page loads) should have a natural flow. Establishing minimum and maximum durations helps keep your animations balanced.
Easing
Easing makes animations feel natural by controlling how elements speed up or slow down. There are different types of easing curves — standard easing for steady motions, entrance easing when elements appear, and exit easing for when elements leave the screen. The goal is to avoid jarring movements that distract users and create smooth, flowing animations.
Transitions
Transitions help move users from one state to another. Whether it's opening a menu or switching screens, well-designed transitions help users stay oriented and understand the flow. A good transition should enhance usability, not overwhelm it.
Motion Styles: Productive vs. Expressive
- Productive Motion: Subtle animations designed to enhance usability. This is great for micro-interactions like button states and dropdowns.
- Expressive Motion: Bolder, more noticeable animations used to grab attention during key moments, like notifications or page loads.
How to Set Up Your Motion Design System
Building a motion design system doesn't have to be overwhelming. You can always get in touch with us. Or follow a few practical steps:
Step 1: Study the Brand
Understand the brand’s tone, style, and audience. Visit the website, check social media, and study the existing brand guidelines. This will give you insights into how motion can align with the brand’s personality — smooth and modern or playful and energetic.
Step 2: Build Timing and Easing Guidelines
Decide how long animations should last (timing) and how fast or slow elements should move (easing). Use dynamic duration for larger elements and shorter durations for smaller, micro-interactions. A typical range is from 70ms (for micro-interactions) to 400ms (for larger transitions).
Step 3: Define Basic Animations and Patterns
Set up templates for common animations. This includes transitions between screens, hover effects, or animations for notifications. Having pre-made patterns will save time and keep everything aligned with your motion design system.
Step 4: Create an Asset Library
Gather reusable animated icons, transitions, and other assets in a shared library. These assets should follow your established motion guidelines so the team can quickly integrate them without starting from scratch.
Best Practices for Motion Design Systems
- Purposeful Motion: Every animation should have a purpose. Avoid unnecessary or overly decorative motions that can confuse or slow down the user.
- Responsive Motion: Make sure your animations adjust well across different screen sizes (desktop, mobile, tablet). Subtle motions can easily be missed on smaller screens.
- Accessible Motion: Not all users can handle high levels of animation due to visual impairments or motion sensitivity. Consider creating simplified or reduced-motion alternatives for those users.
FAQs about Motion Design Systems
What is a motion design system?
A motion design system is a set of guidelines and assets used to organize animations and transitions in a digital product. It helps maintain consistency, improve efficiency, and engage users with seamless motion.
Why is motion important in design?
Motion helps guide users through an interface, making interactions more intuitive. It can reduce cognitive load by visually showing users what actions have been taken and what will happen next.
How do you build a motion design system?
Start by studying the brand’s existing style. Then, define timing, easing, and transitions. Build templates for common animations and create a reusable asset library.
Which software is best for creating motion design?
Popular software for creating motion design includes After Effects for complex animations, Figma for prototyping, and CSS for coding animations directly into websites.
How long should animations last?
Animation duration depends on the type of interaction. Micro-interactions should be quick (around 70–110ms), while larger transitions may last 200–400ms.
Conclusion: You’re All Set!
Now that you have a clear understanding of motion design systems, it’s time to start building your own. Remember, the key to a great system is consistency, purpose, and engagement. By setting up a framework for your motion design, you can enhance your product’s user experience and streamline your design process. Happy designing!