Abstract
This study investigates how system motion enhances aesthetic experience and shapes users’ interpretation of brand style. Using Windows 11, macOS, and HarmonyOS as representative cases, the study analyses four categories of system animations through a motor-level framework comprising temporal, spatial, and transformational attributes. Twelve motion samples were coded, and participants evaluated each sample using perceptual adjectives. The results show that consistent attribute patterns across functional categories lead to stable aesthetic tendencies, while differences emerge from how each system repeatedly applies these attributes. These attribute biases create distinct perceptual profiles, indicating that motion can function as a subtle medium for expressing brand style through the aesthetic experiences it elicits.
Keywords
Interaction aesthetics; Motion design; Motion identity; Brand experience
DOI
https://doi.org/10.21606/drs.2026.2056
Citation
Xie, X., Guo, Y., and Chen, Z. (2026) Designing Motion Identity: Exploring the Aesthetic Expression of Brand Style through System Motion, in Simeone, L., Gray, C. M., Verhoeven, A., de Götzen, A., Bakırlıoğlu, Y., Zohar, H., Stead, M., and Buwert, P. (eds.), DRS2026: Edinburgh, 8–12 June, Edinburgh, United Kingdom. https://doi.org/10.21606/drs.2026.2056
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Included in
Designing Motion Identity: Exploring the Aesthetic Expression of Brand Style through System Motion
This study investigates how system motion enhances aesthetic experience and shapes users’ interpretation of brand style. Using Windows 11, macOS, and HarmonyOS as representative cases, the study analyses four categories of system animations through a motor-level framework comprising temporal, spatial, and transformational attributes. Twelve motion samples were coded, and participants evaluated each sample using perceptual adjectives. The results show that consistent attribute patterns across functional categories lead to stable aesthetic tendencies, while differences emerge from how each system repeatedly applies these attributes. These attribute biases create distinct perceptual profiles, indicating that motion can function as a subtle medium for expressing brand style through the aesthetic experiences it elicits.