How to use Ease and Tween types

When creating animations in The Brief, you'll encounter two key settings that control how your elements move: Ease and Tween types.

Ease types

Ease types control how your animation accelerates and decelerates. They help create natural or stylized movements in your ads.

Available ease types

1. Ease In
   • Starts slow, and ends fast.
   • Best for: elements entering the scene.
   • Creates anticipation.
2. Ease Out
   • Starts fast, and ends slow.
   • Best for: elements settling into the final position.
   • Creates smooth landings.
3. Ease In Out
   • Starts slow, speeds up in the middle, and ends slow.
   • Best for: smooth transitions between states.
   • Creates natural movement.
4. Linear
   • Moves at a constant speed.
   • Best for: loading bars, mechanical movements, and continuous loops.

Tween types

Tween types define the intensity and style of your animation's motion. Each type creates distinct movement characteristics.

Available tween types

1. Sine
   • Gentle, smooth motion.
   • Use for: subtle animations, and text fades.
2. Cubic
   • Standard, balanced motion.
   • Use for: most UI elements, and general transitions.
3. Quad
   • Quick start/end, moderate middle.
   • Use for: basic interface animations.
4. Quart
   • More aggressive than Cubic.
   • Use for: CTA buttons.
5. Quint
   • Sharp acceleration/deceleration.
   • Use for: high-impact entrances.
6. Expo
   • Extreme acceleration/deceleration.
   • Use for: rotating elements.
7. Circ
   • Circular motion feel.
   • Use for: rotating elements.
8. Strong
   • Pronounced, impactful motion.
   • Use for: Important alerts.
9. Back
   • Overshoots before settling.
   • Use for: playful, and elastic movements.

Recommended Ease and Tween Combinations

Selecting the right combination of ease and tween types is crucial for creating animated ads. Different combinations create different effects, and your choice should align with your brand style.

Choosing the right combination

For Professional Ads

• Use Sine or Cubic with Ease In Out.
• Keep movements subtle.
• Avoid extreme tweens.

For Dynamic Ads

• Try Expo or Strong with Ease In.
• Use Back for playful elements.
• Combine with dramatic tweens.

For Informative Ads

• Use Linear for progress indicators.
• Choose Quad or Cubic for text.
• Keep transitions simple.

Quick Tips

• Match animation style to your brand.
• Test animations at different speeds.
• Consider your target platform.
• Don't overuse dramatic effects.
• Make sure your animations play a supportive role and not a distracting one.