Making Your Wait a Little More Great: New Loading Indicators in AMP

I still don’t like AMP, but I do like the approach of showing the user that something is happening rather than just showing them a blank page while things are still loading.

(I have nothing against the people working on AMP and their goal of making a faster web, I’m just against the use of AMP from Google to strengthen their grip on the web)

Let’s look at how we got here. We started with three goals:

1. Make loading feel faster.
2. Let readers know what’s coming. Since 2016, we’ve used a different loading indicator for ads on AMP pages so people could immediately tell them apart from the main content. We wanted to extend that to more types of content – videos, tweets, Facebook posts, and more – so you don’t have to wait for a video to load only to realize you’re not in a situation where you can watch one, for example.
3. Modernize the design. We can’t put numbers on this, but many folks on the AMP team felt our loaders could be more visually elegant.

An excerpt from Making Your Wait a Little More Great: New Loading Indicators in AMP

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