Loading animations: 101

In a perfect world, loading animation should:

• Be shown to the user as least as possible.
• If you can make your tool or site work fast enough, that will be perfect. O
• Give time estimation. It can be a simple message of approximate time to wait or visual representation of work done.
• Explain why the user needs to wait.
• Make the waiting process less frustrating.
• Reduce a user’s perception of waiting time. It can be a catchy color combination, interesting or cute idea.
• Emphasize branding and company voice. Make loading experience consistent with your brand voice.