Luck would have it that I’d be working on a Heineken commercial and with that knowledge in mind I animated the e’s to be shaking from laughter. My art director was extremely happy and I’m pretty sure he took credit for something that was inherently there in the design of the logo.
It’s been 20 years and I still now and then see that particular animation being used on the billboards promoting Heineken during soccer matches.
In the interactive space, motion is impossible to ignore. Think of something as basic as a blinking cursor: It immediately grabs your attention. And remember Microsoft’s Word’s Clippy? Or any modern website these days, where scrolling makes new elements appear as fluid as can be.
In the UI/UX design space, designers have been using what the Germans call ‘Augenkitzel’ (The tickling of the eye) for ages. A jumping icon in the OS application bar to grab your attention, a password-box shaking ‘no’ when filling in an incorrect password, the enlargement of a button when hovering over it with your mouse. All ways of explaining to the user: ‘I’m here – please interact with me’.
Click here to know more about Augenkitzel…
The modern way of positioning a brand
These trends – animation overtaking plain images and a need for more dynamic branding – gradually and naturally shaped the composition of our agency over the past decade: our designers now consist of 50% purely graphic designers and 50% motion designers.