In case of motion design, I can only associate to animation when we learned movement portrayal. How subtle, little things can change how one perceives a movement. For example squash and stretch can make all the difference in a walking cycle, making the character more realistic. Or timing, building up the movement matters, first to start slow, then to speed up and before the movement ends, to slow down again. These differences movement can make the viewer associate to anything, even that a piece of pizza can do the catwalk.
Motion design is getting more and more important in every field because by studying the relationship of movement and human perception, even the most boring and simple video redesigned can suddenly become exciting and eye-catching to the audience. I believe just like in animation, those 12 rules apply to motion design as well. Not just because it looks more appealing to the human eyes, if the motion design is “played by the rules”, but also movements need some consistency. If there is no rule to the design, we don’t know where to look and the information gets lost. That’s why I think the timing, and slowing in and out are exceptionally important.