# 15 · Motion

**PRINCIPLE** — Precise, calm, spatial.

**RULE** — Nine verbs: draw, reveal, slide, mask, cut, count, expand, crop, track. Timing hierarchy: micro 150–200 ms · text 300–400 ms/line · lower third 400 in / 3–4 s / 250 out · graphic 600–800 ms · transition 400–500 ms · sting ≤ 1 s · outro 2.5–3.5 s. UI stays 160/240 ms.

**WHEN TO USE** — Video, Reels, ads, presentations, web micro-interactions.

**WHEN NOT TO USE** — Static posts exported as GIFs.

**DO**
- Cut more than you transition
- One element moving at a time

**DON’T**
- Bounce, elastic, spin, glitch, 3D, whooshes
- Animated logo parts

**EXAMPLE** — See board Motion (13).