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Thanks to recent tech advancements, websites, apps, and other digital assets are able to handle more complex visuals, namely animations. While animated interfaces are a standard best practice in all digital design at this point, for 2018 the trend is shifting its focus more on microinteractions; the “spaces in between.”

Zendesk animated scroll.

What makes these interactions “micro” is their subtlety. That’s not to say they go unnoticed — actually they draw attention. But microinteractions are closer to decoration than a necessity, so they shouldn’t interrupt the user’s flow. For example, Zendesk’s animated scroll (above) and Digital Asset’s animated text (below) don’t help users navigate their sites, but they do make using the site a little more fun, improving the user experience.

Digital Asset’s animated text.

How entrepreneurs can use this trend: The more sites and apps to adopt animated microinteractions, the more noticeable it is when yours don’t. Entrepreneurs should start adding these elements soon or by the end of 2018 they will appear late to the game.

If you’re unfamiliar with microinteractions in digital design, here’s a list of their most common applications:

  • Confirmation that an action has been completed (i.e., login successful)
  • Adjusting preferences or ongoing states (i.e., switching from mute to sound)
  • Notifications
  • Pull-down and hidden interface menus
  • Highlighting calls-to-action
  • Scrolling

Business owners can use the above bullet points as a checklist. Can you add an animated microinteraction in any of these spots?

One last note for entrepreneurs is that motion captures attention, making it a powerful tool in setting up your platform’s visual hierarchy. A quick, animated microinteraction around your call-to-action could be a shortcut to more conversions.

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