Motion Graphics on Websites - Captivating or Distracting?
The benefits of movement on websites are well-known; increase engagement, direct user attention, break up copy. However, it can hinder your rankings if not done correctly. Below, we establish the benefits and drawbacks of introducing motion graphics to your website.
When properly used, motion graphics can be significantly effective at directing a user's attention and increasing engagement. When improperly used, they can slow loading times, distract from key messaging and annoy visitors. So, to ensure you get it right, here are the benefits and drawbacks of using motion graphics on your website.
The Benefits
- Creates an interactive experience for the user and catches their attention compared to a static page of text and imagery.
- It’s proven there is more engagement from users when motion appears throughout a site.
- Can direct attention to CTAs and guide the user throughout your site
- Users spend longer on pages with movement. According to Wistia, people spend 2.6x longer on webpages that have videos than those that don’t.
- You can break up copy with motion graphics, which will allow you to still say everything you want to, but keep people engaged.
- SVG & CSS animations are small in file size but can fit any screen size.
The Drawbacks
- Site speed - the most important consideration. If the size of the animation slows down your site, then you should reconsider. A user will lose interest within the first few seconds if your site loads slowly.
- SEO/Google - Site speed also has an impact with Google and your SEO rankings.
- Too much animation can be distracting and will put the user off. It needs to be balanced throughout your site. Less is more! It has to have a clear purpose.
- It was once thought to be old fashioned - though, in a more subtle and refined form, it is once again becoming a real trend.
Things to Consider
- You need to research into your user personas to establish if movement is necessary for them.
- Also, does the subject matter lend itself to the use of movement? For example: An energetic customer-facing brand could show videos/animations of their offerings/products, but some B2B companies may find it distracting.
If you are looking to add movement to your website, or are looking for a completely new website
that incorporates motion graphics, we’re here to help. Our dedicated graphic and web designers can create bespoke graphics for your website that will drive traffic, increase engagement and direct the user’s attention to where you need it. Just book a free, no-obligation consultation call to discuss your requirements.
This blog post was written by:
Gemma Parker • December 16, 2020
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