Ease the Symbolic Motion of Progress
Calls to Action
Ease the Symbolic Motion of Progress
Downward motion seems stronger because of gravity. A downward progress bar feels more capable of reaching the end.
Ideally, use downward motion to symbolize progress.
In one study, a moving square vanished. Everyone believed that this box vanished farther ahead because of the momentum. And this misjudgment was stronger with downward motion (Hubbard, 2005).
Downward motion seems stronger because of gravity.
Consequently, users can imagine this bar moving to the later steps (e.g., delivery) more easily. They will imagine receiving their package faster.
Need horizontal progress? Ease motion in other ways:
- Linear Gradient. Gradually change the color from left to right for illusory motion.
- Shorten the Distance. Position the bar near the final step so that the end goal feels closer.
- Thin Bar. A short bar feels easier to move than a fat bar.
- Hubbard, T. L. (2005). Representational momentum and related displacements in spatial memory: A review of the findings. Psychonomic bulletin & review, 12, 822-851.
Want more tactics?
Get all my free copywriting tactics