Motion Guidelines

Motion guidelines

Dynamic • Simple • Clean

Motion design used in CarMax content should always seek to delight, educate, and focus consumers. These guidelines strive to ensure that motion design used in CarMax content is dynamic, simple, and clean. Motion should be intentional, feel natural, and always aim to guide consumers with the right information at the right time.

CarMax logo

The basis of the look and feel of the CarMax motion guidelines is inspired by the logo animation developed by the Martin Agency. This logo animation should always be used in end cards and wherever else the logo is used and time permits animation.

Typography

In order to give consumers the best experience for reading and digesting messaging in video and other moving content, type used in motion design should be as short and concise as possible. Type should be in the centered within the frame to keep the viewer's eye in that location when transitioning so it's easy to read. Type transitions should utilize line reveals, cuts, or short dissolves.

Cut transition

The cut transition can be used for any length of copy. It creates a punchy and crisp feel. This type of transition works best with a more staccato animation and when time is limited.

Dissolve transition

The dissolve transition should be used for large blocks of type where a cut does not feel appropriate. The dissolve should feel quick and smooth.

Don’ts for type

Type should never enter or exit the frame by sliding on or off screen. Transitions should keep type in a consistent, centrally focused area of the frame. Transition techniques should also be consistent across the animation. They should not change from one type of transition to another within the same animation.

Transitions for footage & graphics

Transitions should be simple, short, and intentional. By ensuring they are quick and easy to follow, transitions will not detract from messaging or footage. Elements such as graphical shapes and video should use transitions such as cuts, short dissolves, or reveals using masks. 

Transition speed

Speed adjustments include duration (how long a transition lasts) and easing (acceleration or deceleration over time). Transitions shouldn’t be jarringly fast or so slow that users feel as though they’re waiting. The right combination of duration and easing produces smooth and clear transitions. 

Fade transition

Fade transitions are soft and subtle. They should be short and not linger on screen too long. They work best with footage and scenes with large amounts of copy. 

Sliding transition

The sliding transition can be a dynamic and impactful way to move from one screen to another. It should utilize the background color of a frame to slide in and out and wipe elements using a mask. The sliding transition should not be used in a way where individual elements slide on and off screen.

Scaling transition

Scaling is a transition that can be used for a very dynamic look. By utilizing a quick scale change, you can create a zoom-in or zoom-out effect that also adds another level of dimension to the composition. This effect works well with icons, animations, and geometric shapes. 

Animated illustrations

Illustrations are broken down into three subsets. These consist of micro animations, scenes, and sequences. By using the building blocks of micro animations we are able to build scenes, which are then placed into sequences. The customizability of these animations allows them to be used as subtle accents, or major focal points. They should always be used in a way that reinforces messaging. The animation should rely heavily on easing and controlled speed to create natural and lifelike motion.

Photographic elements

Photographic elements such as cars make up a large part of CarMax assets. The motion used to animate these assets throughout the frame can range from either lifelike or more stylized. If the motion is mimicking a lifelike motion, such as driving on or off frame, it should use speed ramping to show the natural movement of acceleration and stopping, as well as use turning wheels to feel lifelike. Photo elements may also be used in a more graphic style where they utilize cut, fade, or scaling transitions.

Choreography

With all of the moving pieces that can be a part of a composition, it's important to think about how each piece interacts and how they affect the viewer's focus. The choreography of a composition is influenced by sequencing and timing. While creating the choreography of a composition, it's important to ask if it is dynamic, simple, and clean.