Movement can give an interface rhythm, depth and meaning.
Establish a hierarchy.
Not every element needs to move. A slow atmospheric layer can create a sense of place, while a more direct response helps a person understand a button, a card or a selected object.
Keep the task clear.
Text should remain easy to read. Navigation should stay predictable. Motion is most useful when it supports the relationship between a person’s action and the system’s response.
Offer a quieter route.
Some visitors prefer less movement, and some devices benefit from a simpler scene. Respecting those preferences is part of the design. A static illustration can carry the same idea when its composition is strong.
Observe the whole page.
A beautiful isolated animation may become distracting when combined with several others. Review the pace of the complete experience, including the pauses between active sections.