You Don't Need Animations - Purposeful Animations

Like a lot of things, it works best when you can’t really consciously tell that it’s there.

An animation that’s too quick to really register is fulfilling the brief and making the interface better, without cluttering up the user’s conscious awareness. An animation that wants to slow down enough so that you can really feel that the designer put some work into this interface, and appreciate what genius they are, is no good.