For the most part, these rules work for classic hand-drawn animation, but they can also be applied to motion design. In general, for any animator and motion designer, this is a base, you need to know this.
THE FIRST PRINCIPLE IS SQUASH & STRETCH.
The point is that while the object is moving, we change its shape to make it more realistic and interesting, for example, if a ball flies into a wall while flying - it accelerates, and due to this, it becomes short vertically and wider horizontally, and when it is hitting against the wall it stretches to more thin and tall and then takes back to its initial shape.
While making banners, we can animate appearing of the text this way.
That's all for now. The next principles I will explain later. Do not miss the videos.
