Exploring Effective Applications of Movement in Web Design: A Guide on When to Use and When to Restrain

In the heart of Clerkenwell, London, lies KOTA - a creative digital agency specialising in web design, development, branding, and digital marketing. On June 19th, 2025, KOTA unveiled their approach to motion in web design, a strategy that emphasises both strategic execution and aesthetic appeal.

At KOTA, they believe in the power of motion to elevate a website's flavour, depth, and impact. However, they avoid long transitions, over-engineered effects, and animations that may slow down site performance, especially on mobile devices. The key is to use motion with intent, making it feel invisible yet providing subtle cues to guide users seamlessly through their digital journey.

The best interactions, according to KOTA, are the ones users don't notice. A well-designed site should make interactions feel slick, seamless, and smart. Smart motion, such as loading animations or skeleton screens, can even make waiting feel faster. Moreover, motion can keep users engaged by encouraging exploration and rewarding interaction.

However, KOTA also acknowledges the potential drawbacks of excessive motion. Fast flickers, loops, or aggressive animations can cause discomfort for some users. Therefore, it's crucial to consider accessibility when using motion to ensure a positive user experience for all.

In essence, motion should serve a purpose at KOTA. Decorative motion with no function is clutter that should be avoided. Motion should help users, support the story, or enhance the brand. If an animation doesn't do any of these things, it may be unnecessary.

By adhering to these principles, KOTA is revolutionising the way we perceive motion in web design. Their strategic approach ensures that motion is used effectively, enhancing user experience while maintaining the integrity of the brand's story.

Exploring Effective Applications of Movement in Web Design: A Guide on When to Use and When to Restrain