1. Showcasing Your Craft
Details do matter. Fine animation details can elevate the overall user experience, making it appear more thoughtfully constructed. When websites and applications present a rich visual experience, they instill a sense of delight in the audience.
Load Screen Animation
Loading animations, a longstanding use of the medium, are designed to keep users entertained during load times. Yet, even these can convey the quality of your product. Take the Uber app for instance – the transformation of a simple animated drop into a location pin on a map not only pleases the eye but also guides the user’s focus. This brief yet impactful interaction leaves a strong initial impression, thus encouraging further user interaction. 
Distinctive Brand Animation
Some brands take a step further, embedding animation as their hallmark. MailChimp, a company specializing in email campaign services, employs animation to turn an otherwise mundane process into something engaging. Their platform is peppered with delightful animated interactions, making the process of sending emails surprisingly enjoyable. 
2. Conveying Messages More Effectively
Animated effects can simplify the communication of your core messages. Complex concepts or workflows can be broken down and presented in a manner that is both engaging and easy to understand.
Product Highlight Animation
Animation has the potential to emphasize the strengths of a product. For instance, Bellroy, a wallet manufacturer, prides itself on slim designs that reduce pocket bulk. Below, Bellroy’s animation clearly depicts the product functionality and highlights its advantages. 
Hover Animation
Hover animations serve as a subtle means of providing product details. This method introduces additional information in a seamless manner while infusing some character into your website. 
Narrative Animation
The storytelling aspect of animations can establish an emotional rapport with users. For example, the Mac Pro page on Apple’s website assembles the product piece by piece, as the user scrolls, creating a compelling visual narrative. Such animations can make an otherwise static webpage feel dynamic, especially when broken into scrollable segments, each brought to life through artful motion. Check out the engaging animations found on Le Mugs’ website, enhancing the storytelling as users scroll through. 
3. Motivating Users to Take Action
Strategic use of animation can direct and maintain user interest on certain areas of your webpage. Human eyes are innately drawn to movement, making animation a powerful tool for visual prioritization.
Focus Animation
Subtle animated cues can lead a user’s attention effectively. Without overloading the screen with competing elements, even minimal motion can become a focal point. A good example is the Space Needle’s website, which gracefully guides the viewer through instructions using a simple animated arrow. 
Interactive Animation
A well-crafted animated interface can entice users to engage more deeply with the content. Take the “Chekhov is Alive” project, designed to beckon users into an interactive experience. 
Considerations for Animation Use
It’s crucial to recognize that animation is a tool that, if misapplied, could actually detract from the user experience. Avoid animations that distract, or worse, annoy the user after repeated viewing. When targeting online sales and marketing, distractions could mean the loss of potential customers. Ponder on the animation’s frequency and ensure that each animated element not only carries a sense of fun but also serves a meaningful purpose.
