运动原则
Principles in motion
动效原则
Anja LaubscherContent Strategist, Figma
<iframe src="https://player.vimeo.com/video/1202546760?h=1348fd21cb&title=0&byline=0&portrait=0&muted=1&autoplay=1&autopause=0&dnt=1&loop=1&app_id=122963" width="426" height="240" frameborder="0" allow="autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share" title="Principles in motion golf" data-ready="true"></iframe>Anja Laubscher内容策略师，Figma
Across marketing pages, social assets, brand videos, and presentations, motion is how ideas come to life. It lets design unfold over time, using rhythm, sound, and sequencing to direct attention and shape meaning.
在营销页面、社交资产、品牌视频和演示文稿中，动效是让创意鲜活起来的方式。它让设计随着时间展开，利用节奏、声音和顺序来引导注意力并塑造意义。
We asked three Figma motion designers—Chad Colby, Ben Hill, and Gilles Desmadrille—to explain the principles of motion, how to expand the possibilities for storytelling, and how AI is changing their craft.
我们邀请了三位 Figma 动效设计师——Chad Colby、Ben Hill 和 Gilles Desmadrille——来讲解动效原理、如何拓展叙事的可能性，以及 AI 如何改变他们的工艺。
Anja L.
Anja L.
What’s the biggest difference between graphic design and motion design?
平面设计和动效设计之间最大的区别是什么？
Ben H.
Ben H.
In graphic design, everything’s communicated through frozen moments in time. Motion removes that constraint, introducing rhythm, pacing, transformation, and character. The foundations remain the same, with clarity and intent at the core.
<iframe src="https://player.vimeo.com/video/1202550430?h=ebc575908d&title=0&byline=0&portrait=0&muted=1&autopause=0&dnt=1&loop=1&app_id=122963" width="240" height="320" frameborder="0" allow="autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share" title="Principles in motion drums" data-ready="true"></iframe>在平面设计中，一切信息都是通过时间中凝固的瞬间来传达的。动态设计打破了这一限制，引入了韵律、节奏、变化和个性。其基础依然不变，核心仍是清晰与意图。
Gilles D.
Gilles D.
We think more in multiple frames. Instead of trying to condense every element of the story into a single image, we break it up—first this, then that—so it’s easier to digest.
我们更多地以多帧思维来思考。与其试图将故事的每个元素浓缩到单张图像中，不如将其拆解——先这...