“In a busy setting, do animation and sound in particular distract viewers from absorbing your messages, or do they help to draw attention? How much is too much?”
There is an art to applying the right amount of motion and sound to draw people in, especially in a busy environment. Often, you can use a fast/busy/loud attract loop to get attention, and then you can settle in or slow down from there. The actual message should not be too cluttered, however. It needs its own space to breathe, and it must allow for someone to read or consume. Subtle sound design can go far in helping reinforce a call to action or message, without being annoying.
Most of all, it’s important to test content in the environment in which it will run (or as close to it as you can get) to see how the pace and volume feel in the proper context. Sometimes, it’s hard to understand how a piece of content will translate when viewing in a studio space or production suite.