In a recent study, Cian, Krishna, and Elder (2015) studied the way that people respond to two different types of road signage. When they tested drivers' responses to static iconography (a deer standing still, for example) and dynamic iconography (a deer leaping, by comparison) they found that people responded faster to the dynamic icon. They also repeated the response action more frequently in the case of dynamic icon.
What’s the take away? The researchers hypothesize that these findings can be applied within the marketing industry. When designers use dynamic visual content—icons that suggest movement—they are more likely to elicit action-oriented responses in consumers.