What is a Lottie animation?
A Lottie animation is a lightweight animation file in JSON format, created in Adobe After Effects and exported via a plugin called Bodymovin. Unlike video or GIFs, a Lottie file is vector-based, meaning it scales perfectly to any screen size without losing quality.
The format was originally created by Airbnb and has since become a standard in modern web design and app development. A Lottie file is often only a few kilobytes in size, compared to a GIF which can be many times heavier for the same animation.
Why is Lottie smart for your website?
Motion captures attention. It’s not a trend or a design preference — it’s biology. Our brains react instinctively to movement, and an animated element on a website makes visitors pause and pay attention.
But motion without purpose is just noise. What makes Lottie animations particularly powerful is when they are used with intent. A logo that animates in a way that reflects the brand’s personality. An icon that reacts when the user hovers over it. An illustration that explains a process without needing a single word.
That is when animation stops being decoration and starts being communication.
What can you animate?
Many people think of animation as something big and complicated. But the most effective animations are often simple and subtle. Here are some common use cases:
Your logo is a natural first step. An animated logo on your website’s homepage, in a video presentation, or in an email signature makes a memorable impression without demanding more real estate on the page.
Icons and symbols that react when the user interacts with them immediately feel more thoughtful than their static counterparts.
Hero elements and illustrations on the homepage can bring the website to life without significantly affecting load times, thanks to the lightweight nature of the Lottie format.
Email signatures are an unusual and memorable way to use animation. Every email you send gets a slightly more vibrant sign-off.
How is a Lottie animation created?
The process begins in Adobe After Effects, where the animation is designed and built. From there, it is exported as a JSON file using the Bodymovin plugin. The finished file can then be used directly on your website, in Webflow, in an app, or in other digital environments.
For email campaigns, the animation is exported as a GIF instead, since most email clients do not support the JavaScript required to play Lottie files. A well-optimised GIF of two to three seconds works perfectly in that context.
What does it cost and how long does it take?
A simple logo animation or a few animated icons is a relatively small job. It is a one-time investment that you can then use on your website, in videos, in presentations, and in email communications. If you order via Atom Access, you can do it as a Credits job without going through a lengthy quoting process.
Want to see what an animated logo could do for your brand? Get in touch, or log in to Atom Access and place an order directly.
