Animation can be a powerful tool on a website, but only when used with intention and balance. When there’s too much movement, it can distract from the content, slow down load times, and frustrate users who are just trying to find information quickly. Overly complex animations might look impressive at first glance, but they can create friction in the user journey, especially on slower connections or mobile devices. Striking the right balance ensures that animations support the experience rather than take it over, adding clarity, guiding attention, and keeping things feeling smooth and effortless.
Five Examples of Subtle Animation Done Right
There’s no shortage of SaaS websites out there, but it’s not always the biggest names that get the details right. Among the endless scroll of software platforms, some lesser-known sites stand out by using animation in a way that feels thoughtful, refined, and quietly effective. We’ve rounded up five that show how subtle motion can enhance the experience without stealing the show.
1. NINTEX
NINTEX uses a subtle line movement in their brand colors behind images throughout their homepage, and it’s a great example of animation that adds just enough without going too far. It’s slow and smooth, so it doesn’t distract from the content or pull focus from what really matters. Instead, it creates a nice visual connection across the site, bringing their color palette into motion in a way that feels intentional and refined. It’s a smart, understated way to add life to the page while still keeping the user experience front and center.
2. SmartRent
Stumbling upon SmartRent, I really appreciated their minimal approach to animation. They use it sparingly, with the standout moment being how they highlight their integrations. In that section, their logo sits at the center, surrounded by the logos of smart devices and platforms they connect with, making it easy for users to quickly understand the breadth of their end-to-end smart home solutions. It’s clean, clear, and effective; nothing feels overwhelming or overdone, just a thoughtful way to show value at a glance.
3. Guesty
This site has a lot of information and multiple user pathways, so it was smart to keep animation minimal. When you’re already trying to guide users through complex content, too much motion can easily become a distraction. Guesty does a great job highlighting their platform in the hero graphic, using subtle movement within a dashboard view to showcase stats and features. It’s eye-catching, informative, and grabs attention right away, without overwhelming the user or complicating the experience.
4. Medcrypt
Medcrypt uses short, subtle intro transitions for their content and images throughout the site, which helps keep the experience smooth and engaging. What stood out most, though, was the simple arrow animation within the CTA for their FDA readiness survey. It’s a small detail, but it does a great job of catching the eye as you scroll, without being repetitive or over the top. The movement feels purposeful, symbolizing growth and optimization in a way that aligns nicely with their brand.
5. Datavant
The animation featured in the hero section is a bit more active than others in this post, but it works, and it works well. It grabs your attention right away, setting the tone for the site without feeling overwhelming. What makes it especially effective is how those same shapes reappear throughout other pages, but with little to no animation. It’s a smart way for Datavant to create consistency in their brand while keeping the rest of the experience calm, focused, and easy to navigate.
