Apple : Subtle animation guides the eye

Key points and onward links are made more prominent and easier to find through elegant use of moving graphics.

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The feature

A Climate Change page on Apple’s corporate website employs large headlines, striking images, charts and graphics to explain the technology giant’s efforts to reduce its impact on the environment. As the user scrolls down the page, a series of animated summary facts, figures and charts appear on the screen. Towards the bottom of the page, animated green icons also appear, denoting onward links to sustainability reports and FAQs. 

The takeaway

Sophisticated animated graphics are fashionable on the web – particularly on media sites. But, as we pointed out in our recent tip about the BBC’s site, they can often hinder rather than help the reader to digest information. Apple’s subtle animation on its Climate Change page shows that when used sparingly, and executed elegantly, such elements can help to draw readers’ attention to key points and, perhaps most importantly, to calls to action.
First published 08 May, 2018
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