Recently, I’ve been noticing a lot of website homepage’s using fadeUp animations on the page content.

Spotify’s homepage is a good example.

I’m curious to know why they do this.

To me, it seems like a pointless use of animation. The site would work just as well without it. I imagine it would load a little faster without the animations. And it would probably be easier for readers to quickly scan the information on the page.

Has there been any research on this topic? I can’t find any articles discussing it.