Abstract: The subject of this research is animation technologies in modern visual culture, their role and importance in web design and development trends. The purpose of the study is to determine the role of animation in modern visual culture, in general, and in web design, in particular. The main tasks include, firstly, the analysis of trends in the development of the sphere of animation used in web design; secondly, the identification of key characteristics of web animation and the classification of the main animation forms; thirdly, the analysis of the technological aspect of the development of web animation with specific examples of tools that implement this or that a different technology. In the course of the study, both general logical research methods (analysis and synthesis, deduction and induction, generalization) and methods of systematization of scientific knowledge вЂ“ typologization and classification were used. The novelty of the research lies in rethinking the importance of animation technologies in modern visual culture. As a result of the research, the specific features of web animation, its role in modern web design, the main areas of application, forms, methods and techniques were highlighted. The technological aspect of web animation creation was also analyzed, the classification of modern web technologies that allow solving various tasks facing web animation was presented.