Animation should aid function, not obscure it.

Some websites make you wait before showing you anything.

A full-page animation loads, renders, fades out. Users start leaving before the important info appears.

Pre-loaders exist so animations can fully render before the hero hits. A designer's solution to a technical constraint. The business consequence is a higher bounce rate before the sites function is performed.

Brands see flashy animations on other sites and want that same energy. Understandable.

The first question when building motion into your site shouldn’t be "does this look good?" It's "does this get in the way?"

Animation used well directs attention, rewards interaction, and makes a product feel alive.

Used poorly, it makes someone wait for a page they were already trying to use.

Motion should serve the journey. Not delay it.

When did you last check how long your site takes to show something useful?