Motion should explain state

The most effective interface motion shows what changed, where an answer came from, and what can happen next.

Motion earns its place when it helps a visitor understand state. A wave can signal that the agent is listening, cards can reveal the evidence behind an answer, and a transition can preserve orientation when the conversation changes direction.

Decorative movement without hierarchy quickly becomes visual noise. The timing, direction, and intensity of an animation should match the importance of the event it represents.

A calm interface can still feel alive. The difference is that every movement has a reason the visitor can intuitively understand.

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