Every effect should help people understand
A rotating portfolio can encourage visitors to explore projects. A heading revealed on scroll can set the page's rhythm. In our approach, though, visitors must still be able to find services and contact details without interacting with the effect.
Three signals to measure
Google identifies three Core Web Vitals: LCP for loading the main content, INP for responsiveness and CLS for visual stability. The thresholds considered good are 2.5 seconds, 200 milliseconds and 0.1 respectively, assessed at the 75th percentile of visits. A lab test does not replace data from real users. Source: Google, Web Vitals.
How we choose animations
We start with the page without effects. Does the headline explain the offer? Is the button easy to recognise? Can the menu be used comfortably with one hand? If any answer is no, adding movement won't solve the problem.
Only then do we introduce depth, transitions and pointer interactions. An effect designed for a mouse needs a touch alternative. In a gallery, for example, we complement dragging with clear controls and a list of projects.
What to try before launch
- Open the menu, fill in fields and find contact details on a small screen.
- Check that animations don't trap vertical scrolling.
- Try reduced motion and keyboard navigation.
- Check images and text on slower connections.
A good effect creates interest, then gives the content room. Judge the result by what users can actually do, as well as the impact of the opening screen.