Motion makes communications more impactful and engaging. Spaceship’s motion creation follows specific principles, tone, parameters, and choreography that work together to reflect its brand identity.
Motion not only makes experiences engaging — it clarifies ideas, strengthens concepts, and brings narratives to life with intention.
A defined set of motion principles outlines the purpose of the animations we create.
Seek to provide a deep meaning to the message you want to convey. Overcome complex concepts by exploring simple geometry and going beyond what is possible through organic motion.
Motion must feel natural in composition and movement. Using momentum can enhance the audience experience and achieve a natural feel to our motion language.
Motion should reduce cognitive load and orient the eye to what’s important. When an action is taken, we want to provide immediate feedback and never keep the viewer waiting.
Although some products and services may have different features and capabilities, we can define a general approach to animation based on how they relate to the viewer: emotional and functional.
Emotional — Creates deeper connection
A brand can appeal to a viewer’s emotions and create a deeper connection.
Functional — Helps customers reach their goals
Improves feedback, aids orientation, and directs the viewer’s attention to what is relevant.
Our brand principles should be reflected across every medium related to Spaceship, on the platform and beyond. To bring them to life in motion, we rely on a set of parameters that ensure consistency, coherence, and a unified expression of our brand identity.
Timing
Timing and delay can work together within the same object to convey both tone and purpose. For example, a slower tone during a page load can create an emotional connection, followed by a rapid response that delivers a functional tone with clear and immediate feedback.
Parenting
We use parenting to create meaning and establish relationships between visual elements. In playback animations, parenting helps show how elements relate and change together. In real-time interactions, it makes smoother experiences by visually connecting objects and guiding users naturally through the interface.
Delay
Delay defines a relationship between objects, enhances usability, and establishes a narrative when introducing new elements to the screen.
Parallax
The purpose of parallax is to create a depth illusion. It helps our viewers to perceive which objects have higher priority and what to focus on. When we move overlapping objects at different speeds, we create a spatial relationship between them.
Overlay
This parameter uses non-3D space, allowing objects layered behind each other to move independently. Overlay uses these overlapping layers on an existing interface to provide additional information. We use motion to create a narrative of the spatial relationship between these entities.
Choreography
Choreography combines our parameters with three additional elements: continuity, relationship, and narrative. By controlling how each object behaves, we capture our audience's focus, creating emotional engagement.
Continuity
Ensures a consistent and fluid flow of motion, helping our audience understand the narrative and maintain focus between transitions. It reinforces visual continuity by giving purpose to an element on the screen.
Relationship
How each object relates to its surroundings and how its behavior will influence the way other elements operate.
Narrative
Combined with the other attributes, a well-crafted narrative can forge a deep and lasting connection with viewers while also providing clear guidance to make even the most complex tasks seem simple and accessible.