Animations

The scale

Durations are 150 / 250 / 400 ms — not powers of two, but tuned to feel right against the brand's quiet, premium pace. Anything noticeably faster than 150 ms reads as instant; anything slower than 400 ms starts to feel sluggish on a hover. Hover the chip on each row to feel that specific duration.

Source: src/css/global/variables.css. Don't author bare 0.2s or 300ms values in component CSS — reach for one of the three tokens. If a component genuinely needs a fourth duration, that's a signal to promote it before the fork spreads.

The two values

Buttons and small chips lift by 0.125 rem; glass cards lift by 0.25 rem — double the distance for double the surface. Both run on --transition-base (250 ms ease). Hover the sample on each row to feel the lift.

Sync candidate. A handful of cards (.card-grid__card, .classification-api feature cells, .contextual-audiences panels) currently use translateY(-2px) rather than -0.125rem. Same magnitude at the default root font size, but the rem form is what the rest of the codebase reaches for — flagged for a future sync: normalisation.

.fade-in — entry slide

An element starts at opacity: 0 with a 1.5 rem downward offset, and on entry transitions to its resting position over --transition-slow (400 ms ease). The hide rule is gated on .js-ready so non-JS browsers see the content rather than an empty page. main.js registers an IntersectionObserver that adds .fade-in--visible when the element scrolls into view.

data-count-to — numeric tween

A JS-only animation: count-up.js walks the value from data-count-from (default 0) to data-count-to over 1.8 s, easing on a cubic-out curve. Format options cover decimals, thousands separators, prefixes, and suffixes. Triggered once via IntersectionObserver when the element scrolls into view in production; click Replay to re-fire the four cells below.

.js-typewriter — character-by-character reveal

A JS-driven typing effect that reveals an element's text one character at a time at a 30 ms cadence. The original text is captured into data-text on initialisation, the container's measured height is locked to avoid layout shift, and an .is-typing class drives a blinking caret via the typewriter-blink CSS keyframe. Used on the founder quote at About › Leadership.

CTR performance — pillars grow + counts up

A composite scroll-triggered animation: three pillars scale from scaleY(0) up to their target heights with a smooth cubic-bezier ease, while the numbers above them count up via JS. The hero pillar takes longer (1.25 s) and starts later than the side pillars (1.05 s) so the eye lands on it last. Used on Contextual Audiences › CTR Performance.

Hero accents

A horizontal shimmer that loops every four seconds across the gradient text on product-page heroes.

Banner CTA

Two keyframes lock to a shared 5.5 s cadence so the diagonal sweep across the band and the radial pulse around the button feel like one breath. Both stay still for the back half of the cycle, then fire together.

Sync candidate. The API-demo page ports this entire recipe locally as api-demo-cta-scan and api-demo-cta-pulse in src/css/api-demo/api-demo.css — identical timing, identical mechanics, just renamed to avoid clobbering the originals. Lift .cta-banner and its keyframes into a shared module and the duplication goes away.

Final CTA

The closer card on the landing page composes three keyframes. The inner scan-line and button pulse loop on the same 5.5 s cadence as the banner CTA, so the two CTAs read as siblings. Hover the card to trigger the conic-border spin and the surrounding bloom halo — the inner shimmer suspends so the spin carries the motion alone.

Live data widgets

The bid-enrichment hero runs a small, always-on console that signals "this is happening right now." A green status dot pulses on a 2 s cycle and a blue/green gradient strip scans across a thin track every 2.8 s — faster than any other looping motion on the site, deliberately, so the widget reads as live telemetry rather than decoration.

Signal flow — data moving between panels

The bid-enrichment example section flows an article panel into a signal panel through a "Neuwo AI" connector. Two short tracks carry green pulses left-to-right at desktop (vertical, top-to-bottom on mobile) on a 2 s loop, staggered 1 s apart so the flow reads as continuous. The badge in the middle pulses on a paired breath-and-ring nudge until clicked.

The policy

Three rules govern every animation that ships on the site. Hover transitions stay on (they're triggered by intent, not loops); only autonomous motion is suspended.

• Looping motion stops Any infinite or autonomous animation — hero shimmer, banner-CTA scan-line, final-CTA conic-border spin, button pulse, partner-logo scroll, the bid-console scan and pulse, the signal-split connector flow — sets animation: none inside the prefers-reduced-motion block. The element stays in its initial frame, never the middle of a loop.
• Entry fades collapse The IntersectionObserver-driven .fade-in opacity / translate entry resolves immediately to the visible state with no transition. count-up.js still ramps to its target value — numeric tweens carry meaning rather than decoration. Source: src/css/global/utilities.css.
• One-shot scans suspend Click-triggered animations like article-scan and grid-reveal on the bid-enrichment example stop firing under reduced-motion preference. The state change still happens (article gains its scanned border, signal panel reveals) but jumps to the resting state without the wipe.
• Hover lifts stay Hover-triggered transitions (the lift, the colour change, the border swap) are user-initiated and short — they're left intact. Reduced motion means no autonomous movement, not "no motion ever."

When adding a new animated recipe, the reduced-motion block isn't optional. It lives in the same file as the keyframes, immediately below them, and is part of what counts as the recipe being "complete."