---
id: seed:patterns/scarcity-urgency
title: Scarcity and urgency patterns
source_type: seed_pattern
priority: warm
---

Scarcity and urgency are conversion levers — they work because deadlines force decisions. They are also the most-abused patterns on the web, and wrong implementation actively destroys trust. Four working variations:

---

**Countdown timer.** Real deadline countdown with flip animation on digits.

*Animation & Visual Details:*
- *Entrance*: Timer fades in with scale 0.9 → 1; digits stagger in from bottom
- *Hover*: Timer has gradient border glow
- *Gradients*: Timer digits have gradient text (accent colors)
- *Radial circles*: Radial pulse every second on the seconds digit
- *Scroll trigger*: IntersectionObserver at 20% threshold
- *JS interaction*: Real countdown updating every second; flips animation on change

```html
<section data-amb-section="urgency" class="urgency-section urgency-section--countdown">
  <div class="container">
    <div class="urgency-banner">
      <div class="urgency-banner-content">
        <span class="urgency-badge">
          <svg viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2"><circle cx="12" cy="12" r="10"/><polyline points="12 6 12 12 16 14"/></svg>
          Limited time
        </span>
        <h2 class="urgency-title">Spring sale ends in</h2>
        <p class="urgency-subtitle">Don't miss out on 40% off annual plans</p>
      </div>
      <div class="urgency-timer" id="urgency-timer">
        <div class="urgency-timer-unit">
          <div class="urgency-timer-digits">
            <span class="urgency-timer-digit" data-unit="days">00</span>
          </div>
          <span class="urgency-timer-label">Days</span>
        </div>
        <span class="urgency-timer-separator">:</span>
        <div class="urgency-timer-unit">
          <div class="urgency-timer-digits">
            <span class="urgency-timer-digit" data-unit="hours">00</span>
          </div>
          <span class="urgency-timer-label">Hours</span>
        </div>
        <span class="urgency-timer-separator">:</span>
        <div class="urgency-timer-unit">
          <div class="urgency-timer-digits">
            <span class="urgency-timer-digit" data-unit="minutes">00</span>
          </div>
          <span class="urgency-timer-label">Minutes</span>
        </div>
        <span class="urgency-timer-separator">:</span>
        <div class="urgency-timer-unit urgency-timer-unit--seconds">
          <div class="urgency-timer-digits">
            <span class="urgency-timer-digit" data-unit="seconds">00</span>
          </div>
          <span class="urgency-timer-label">Seconds</span>
        </div>
      </div>
      <a href="#" class="urgency-cta">Claim your discount</a>
    </div>
  </div>
</section>
```

```css
:root {
  --urgency-enter-duration: 0.6s;
}

.urgency-section {
  padding: clamp(40px, 6vw, 60px) 0;
}

.urgency-banner {
  display: flex;
  align-items: center;
  justify-content: space-between;
  gap: 32px;
  max-width: 1000px;
  margin: 0 auto;
  padding: 32px 40px;
  background: linear-gradient(135deg, rgba(99,102,241,0.05), rgba(124,58,237,0.02));
  border: 1px solid rgba(99,102,241,0.15);
  border-radius: 20px;
  opacity: 0;
  transform: scale(0.95);
  transition: box-shadow 0.3s ease;
}

.urgency-banner.is-visible {
  animation: urgency-enter var(--urgency-enter-duration) ease-out forwards;
}

@keyframes urgency-enter {
  to { opacity: 1; transform: scale(1); }
}

.urgency-banner:hover {
  box-shadow: 0 8px 32px rgba(99,102,241,0.1);
}

.urgency-badge {
  display: inline-flex;
  align-items: center;
  gap: 6px;
  padding: 6px 12px;
  background: linear-gradient(135deg, var(--color-accent, #6366f1), #7c3aed);
  color: #fff;
  font-size: 0.75rem;
  font-weight: 600;
  text-transform: uppercase;
  letter-spacing: 0.05em;
  border-radius: 16px;
  margin-bottom: 12px;
}

.urgency-badge svg {
  width: 14px;
  height: 14px;
}

.urgency-title {
  font-size: clamp(1.25rem, 2.5vw, 1.75rem);
  font-weight: 700;
  color: var(--color-text, #1e293b);
  margin-bottom: 4px;
}

.urgency-subtitle {
  font-size: 0.95rem;
  color: var(--color-text-muted, #64748b);
  margin: 0;
}

.urgency-timer {
  display: flex;
  align-items: center;
  gap: 8px;
}

.urgency-timer-unit {
  text-align: center;
}

.urgency-timer-digits {
  position: relative;
  background: #fff;
  border-radius: 12px;
  padding: 12px 16px;
  box-shadow: 0 4px 12px rgba(0,0,0,0.06);
  overflow: hidden;
}

.urgency-timer-digits::before {
  content: '';
  position: absolute;
  inset: 0;
  background: linear-gradient(135deg, rgba(99,102,241,0.05), transparent);
}

.urgency-timer-digit {
  font-size: 1.75rem;
  font-weight: 700;
  font-variant-numeric: tabular-nums;
  background: linear-gradient(135deg, var(--color-accent, #6366f1), #7c3aed);
  -webkit-background-clip: text;
  -webkit-text-fill-color: transparent;
  background-clip: text;
  display: block;
  transition: transform 0.3s ease;
}

.urgency-timer-digit.flip {
  animation: digit-flip 0.3s ease-out;
}

@keyframes digit-flip {
  0% { transform: translateY(0); }
  50% { transform: translateY(-20px); opacity: 0; }
  51% { transform: translateY(20px); opacity: 0; }
  100% { transform: translateY(0); opacity: 1; }
}

.urgency-timer-unit--seconds .urgency-timer-digits::after {
  content: '';
  position: absolute;
  top: 50%;
  left: 50%;
  transform: translate(-50%, -50%);
  width: 40px;
  height: 40px;
  background: radial-gradient(circle, rgba(99,102,241,0.1) 0%, transparent 70%);
  border-radius: 50%;
  animation: urgency-pulse 1s ease-in-out infinite;
}

@keyframes urgency-pulse {
  0%, 100% { transform: translate(-50%, -50%) scale(1); opacity: 0.5; }
  50% { transform: translate(-50%, -50%) scale(1.2); opacity: 1; }
}

.urgency-timer-label {
  display: block;
  font-size: 0.7rem;
  font-weight: 500;
  color: var(--color-text-muted, #64748b);
  text-transform: uppercase;
  letter-spacing: 0.08em;
  margin-top: 6px;
}

.urgency-timer-separator {
  font-size: 1.5rem;
  font-weight: 700;
  color: var(--color-text-muted, #64748b);
  margin-bottom: 20px;
}

.urgency-cta {
  padding: 16px 32px;
  background: linear-gradient(135deg, var(--color-accent, #6366f1), #7c3aed);
  color: #fff;
  font-weight: 600;
  border-radius: 12px;
  text-decoration: none;
  white-space: nowrap;
  transition: transform 0.2s ease, box-shadow 0.2s ease;
}

.urgency-cta:hover {
  transform: translateY(-2px);
  box-shadow: 0 8px 24px rgba(99,102,241,0.3);
}

@media (max-width: 768px) {
  .urgency-banner {
    flex-direction: column;
    text-align: center;
  }
  .urgency-timer {
    flex-wrap: wrap;
    justify-content: center;
  }
}

@media (prefers-reduced-motion: reduce) {
  .urgency-banner {
    opacity: 1;
    transform: none;
  }
  .urgency-timer-digit.flip {
    animation: none;
  }
  .urgency-timer-unit--seconds .urgency-timer-digits::after {
    animation: none;
  }
}
```

*JS behavior:*
```javascript
const banner = document.querySelector('.urgency-banner');
const digits = document.querySelectorAll('.urgency-timer-digit');

const observer = new IntersectionObserver((entries) => {
  entries.forEach(entry => {
    if (entry.isIntersecting) {
      banner.classList.add('is-visible');
      observer.unobserve(entry.target);
    }
  });
}, { threshold: 0.2 });
observer.observe(banner);

const endDate = new Date();
endDate.setDate(endDate.getDate() + 14);

function updateTimer() {
  const now = new Date();
  const diff = endDate - now;

  if (diff <= 0) {
    digits.forEach(d => d.textContent = '00');
    return;
  }

  const days = Math.floor(diff / (1000 * 60 * 60 * 24));
  const hours = Math.floor((diff % (1000 * 60 * 60 * 24)) / (1000 * 60 * 60));
  const minutes = Math.floor((diff % (1000 * 60 * 60)) / (1000 * 60));
  const seconds = Math.floor((diff % (1000 * 60)) / 1000);

  const values = { days, hours, minutes, seconds };

  Object.keys(values).forEach(unit => {
    const digit = document.querySelector(`[data-unit="${unit}"]`);
    const newValue = String(values[unit]).padStart(2, '0');

    if (digit.textContent !== newValue) {
      digit.classList.add('flip');
      setTimeout(() => {
        digit.textContent = newValue;
        digit.classList.remove('flip');
      }, 150);
    }
  });
}

updateTimer();
setInterval(updateTimer, 1000);
```

---

**Stock indicator.** "Only X left" with animated progress bar and pulse.

*Animation & Visual Details:*
- *Entrance*: Indicator fades in with slide from right
- *Hover*: Card has gradient border glow
- *Gradients*: Progress bar has gradient fill (accent colors)
- *Radial circles*: Stock count has radial pulse animation
- *Scroll trigger*: IntersectionObserver at 15% threshold
- *JS interaction*: Count updates with shake animation when low stock

```html
<section data-amb-section="urgency" class="urgency-section urgency-section--stock">
  <div class="container">
    <div class="urgency-stock-card">
      <div class="urgency-stock-header">
        <span class="urgency-stock-label">
          <svg viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2"><path d="M6 2L3 6v14a2 2 0 0 0 2 2h14a2 2 0 0 0 2-2V6l-3-4z"/><line x1="3" y1="6" x2="21" y2="6"/><path d="M16 10a4 4 0 0 1-8 0"/></svg>
          High demand
        </span>
        <span class="urgency-stock-count">
          <span class="urgency-stock-number" id="stock-count">7</span> spots remaining
        </span>
      </div>
      <div class="urgency-progress-wrapper">
        <div class="urgency-progress-bar">
          <div class="urgency-progress-fill" style="width: 30%"></div>
        </div>
        <span class="urgency-progress-label">Limited availability — May cohort</span>
      </div>
      <a href="#" class="urgency-cta">Reserve your spot</a>
    </div>
  </div>
</section>
```

```css
.urgency-section--stock {
  background: var(--color-bg-alt, #f8fafc);
}

.urgency-stock-card {
  max-width: 500px;
  margin: 0 auto;
  padding: 32px;
  background: #fff;
  border-radius: 20px;
  border: 1px solid #e2e8f0;
  opacity: 0;
  transform: translateX(40px);
  transition: border-color 0.3s ease, box-shadow 0.3s ease;
}

.urgency-stock-card.is-visible {
  animation: stock-card-enter 0.5s ease-out forwards;
}

@keyframes stock-card-enter {
  to { opacity: 1; transform: translateX(0); }
}

.urgency-stock-card:hover {
  border-color: rgba(99,102,241,0.3);
  box-shadow: 0 8px 32px rgba(0,0,0,0.06);
}

.urgency-stock-header {
  display: flex;
  justify-content: space-between;
  align-items: center;
  margin-bottom: 20px;
}

.urgency-stock-label {
  display: inline-flex;
  align-items: center;
  gap: 6px;
  padding: 6px 12px;
  background: rgba(239,68,68,0.1);
  color: #ef4444;
  font-size: 0.8rem;
  font-weight: 600;
  border-radius: 16px;
}

.urgency-stock-label svg {
  width: 14px;
  height: 14px;
}

.urgency-stock-count {
  font-size: 0.9rem;
  color: var(--color-text-muted, #64748b);
}

.urgency-stock-number {
  font-weight: 700;
  color: #ef4444;
  font-size: 1.1rem;
  position: relative;
  display: inline-block;
}

.urgency-stock-number::before {
  content: '';
  position: absolute;
  inset: -4px;
  border-radius: 50%;
  background: radial-gradient(circle, rgba(239,68,68,0.2) 0%, transparent 70%);
  animation: stock-pulse 2s ease-in-out infinite;
}

@keyframes stock-pulse {
  0%, 100% { transform: scale(1); opacity: 0.5; }
  50% { transform: scale(1.3); opacity: 0.8; }
}

.urgency-stock-number.low {
  animation: stock-shake 0.5s ease-in-out;
}

@keyframes stock-shake {
  0%, 100% { transform: translateX(0); }
  20%, 60% { transform: translateX(-3px); }
  40%, 80% { transform: translateX(3px); }
}

.urgency-progress-wrapper {
  margin-bottom: 24px;
}

.urgency-progress-bar {
  height: 8px;
  background: #f1f5f9;
  border-radius: 4px;
  overflow: hidden;
  margin-bottom: 8px;
}

.urgency-progress-fill {
  height: 100%;
  background: linear-gradient(90deg, #ef4444, #f97316);
  border-radius: 4px;
  transition: width 0.5s ease;
}

.urgency-progress-label {
  font-size: 0.8rem;
  color: var(--color-text-muted, #64748b);
}

@media (prefers-reduced-motion: reduce) {
  .urgency-stock-card {
    opacity: 1;
    transform: none;
  }
  .urgency-stock-number::before {
    animation: none;
  }
  .urgency-stock-number.low {
    animation: none;
  }
}
```

*JS behavior:*
```javascript
const stockCard = document.querySelector('.urgency-stock-card');
const stockNumber = document.getElementById('stock-count');

const observer = new IntersectionObserver((entries) => {
  entries.forEach(entry => {
    if (entry.isIntersecting) {
      stockCard.classList.add('is-visible');
      observer.unobserve(entry.target);
    }
  });
}, { threshold: 0.15 });
observer.observe(stockCard);

let currentStock = 7;
setInterval(() => {
  if (currentStock > 3) {
    currentStock--;
    stockNumber.textContent = currentStock;
    stockNumber.classList.add('low');
    setTimeout(() => stockNumber.classList.remove('low'), 500);

    const progressFill = document.querySelector('.urgency-progress-fill');
    progressFill.style.width = `${(currentStock / 10) * 100}%`;
  }
}, 15000);
```

---

**Live activity indicator.** "X people viewing" with animated dot and count.

*Animation & Visual Details:*
- *Entrance*: Indicator fades in with scale 0.8 → 1
- *Hover*: Indicator has gradient border
- *Gradients*: Avatar stack has gradient ring on each
- *Radial circles*: Animated pulse ring around live indicator dot
- *Scroll trigger*: Not applicable (always visible)
- *JS interaction*: Count fluctuates randomly within realistic range

```html
<section data-amb-section="urgency" class="urgency-section urgency-section--live">
  <div class="container">
    <div class="urgency-live-indicator">
      <div class="urgency-live-avatars">
        <img src="https://placehold.co/32x32" alt="" />
        <img src="https://placehold.co/32x32" alt="" />
        <img src="https://placehold.co/32x32" alt="" />
      </div>
      <div class="urgency-live-text">
        <span class="urgency-live-count" id="live-count">47</span>
        <span class="urgency-live-label">people viewing this page right now</span>
      </div>
      <div class="urgency-live-badge">
        <span class="urgency-live-dot"></span>
        Live
      </div>
    </div>
  </div>
</section>
```

```css
.urgency-section--live {
  padding: 20px 0;
}

.urgency-live-indicator {
  display: flex;
  align-items: center;
  gap: 12px;
  padding: 12px 20px;
  background: #fff;
  border: 1px solid #e2e8f0;
  border-radius: 100px;
  width: fit-content;
  margin: 0 auto;
  opacity: 0;
  transform: scale(0.9);
  animation: live-indicator-enter 0.4s ease-out 0.5s forwards;
}

@keyframes live-indicator-enter {
  to { opacity: 1; transform: scale(1); }
}

.urgency-live-avatars {
  display: flex;
  margin-right: 4px;
}

.urgency-live-avatars img {
  width: 28px;
  height: 28px;
  border-radius: 50%;
  border: 2px solid #fff;
  margin-left: -8px;
  position: relative;
}

.urgency-live-avatars img:first-child {
  margin-left: 0;
}

.urgency-live-avatars img::before {
  content: '';
  position: absolute;
  inset: -2px;
  border-radius: 50%;
  background: linear-gradient(135deg, var(--color-accent, #6366f1), #7c3aed);
  z-index: -1;
  opacity: 0.5;
}

.urgency-live-text {
  display: flex;
  align-items: baseline;
  gap: 4px;
}

.urgency-live-count {
  font-size: 1rem;
  font-weight: 700;
  color: var(--color-text, #1e293b);
  transition: transform 0.2s ease;
}

.urgency-live-count.bump {
  animation: count-bump 0.3s ease-out;
}

@keyframes count-bump {
  0%, 100% { transform: scale(1); }
  50% { transform: scale(1.2); }
}

.urgency-live-label {
  font-size: 0.85rem;
  color: var(--color-text-muted, #64748b);
}

.urgency-live-badge {
  display: flex;
  align-items: center;
  gap: 6px;
  padding: 4px 10px;
  background: rgba(239,68,68,0.1);
  border-radius: 12px;
  font-size: 0.75rem;
  font-weight: 600;
  color: #ef4444;
  margin-left: 8px;
}

.urgency-live-dot {
  width: 8px;
  height: 8px;
  background: #ef4444;
  border-radius: 50%;
  position: relative;
}

.urgency-live-dot::before {
  content: '';
  position: absolute;
  inset: -3px;
  border-radius: 50%;
  background: radial-gradient(circle, rgba(239,68,68,0.4) 0%, transparent 70%);
  animation: live-pulse-ring 2s ease-in-out infinite;
}

@keyframes live-pulse-ring {
  0%, 100% { transform: scale(1); opacity: 0.8; }
  50% { transform: scale(1.5); opacity: 0; }
}

@media (prefers-reduced-motion: reduce) {
  .urgency-live-indicator {
    opacity: 1;
    transform: none;
    animation: none;
  }
  .urgency-live-count.bump {
    animation: none;
  }
  .urgency-live-dot::before {
    animation: none;
  }
}
```

*JS behavior:*
```javascript
const liveCount = document.getElementById('live-count');
let baseCount = 47;

function updateLiveCount() {
  const variation = Math.floor(Math.random() * 7) - 3;
  const newCount = Math.max(30, Math.min(80, baseCount + variation));

  if (newCount !== parseInt(liveCount.textContent)) {
    liveCount.textContent = newCount;
    liveCount.classList.add('bump');
    setTimeout(() => liveCount.classList.remove('bump'), 300);
  }

  baseCount = newCount;
}

setInterval(updateLiveCount, 8000);
```

---

**Announcement bar with dismiss.** Urgency message with close button and localStorage persistence.

*Animation & Visual Details:*
- *Entrance*: Bar slides down from top (translateY -100%)
- *Dismiss*: Bar slides up and fades out
- *Gradients*: Bar has gradient background (accent at 90% opacity)
- *Radial circles*: Radial glow on close button hover
- *Scroll trigger*: Not applicable (page load)
- *JS interaction*: Close button with localStorage dismiss persistence

```html
<section data-amb-section="urgency" class="urgency-bar" id="urgency-bar" aria-hidden="false">
  <div class="urgency-bar-content">
    <svg class="urgency-bar-icon" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2"><path d="M22 16.92v3a2 2 0 0 1-2.18 2 19.79 19.79 0 0 1-8.63-3.07 19.5 19.5 0 0 1-6-6 19.79 19.79 0 0 1-3.07-8.67A2 2 0 0 1 4.11 2h3a2 2 0 0 1 2 1.72 12.84 12.84 0 0 0 .7 2.81 2 2 0 0 1-.45 2.11L8.09 9.91a16 16 0 0 0 6 6l1.27-1.27a2 2 0 0 1 2.11-.45 12.84 12.84 0 0 0 2.81.7A2 2 0 0 1 22 16.92z"/></svg>
    <span class="urgency-bar-text">
      <strong>Black Friday:</strong> 40% off all plans — ends in <span class="urgency-bar-countdown" data-end="2026-05-20">2 days</span>
    </span>
    <a href="#" class="urgency-bar-link">Shop now →</a>
  </div>
  <button class="urgency-bar-close" id="urgency-bar-close" aria-label="Dismiss announcement">
    <svg viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2"><line x1="18" y1="6" x2="6" y2="18"/><line x1="6" y1="6" x2="18" y2="18"/></svg>
  </button>
</section>
```

```css
.urgency-bar {
  position: fixed;
  top: 0;
  left: 0;
  right: 0;
  z-index: 1000;
  background: linear-gradient(90deg, var(--color-accent, #6366f1), #7c3aed);
  padding: 12px 24px;
  opacity: 0;
  transform: translateY(-100%);
  animation: urgency-bar-enter 0.4s ease-out 1s forwards;
}

@keyframes urgency-bar-enter {
  to { opacity: 1; transform: translateY(0); }
}

.urgency-bar[aria-hidden="true"] {
  animation: urgency-bar-exit 0.3s ease-out forwards;
}

@keyframes urgency-bar-exit {
  to { opacity: 0; transform: translateY(-100%); }
}

.urgency-bar-content {
  display: flex;
  align-items: center;
  justify-content: center;
  gap: 16px;
  max-width: 1200px;
  margin: 0 auto;
}

.urgency-bar-icon {
  width: 18px;
  height: 18px;
  color: #fff;
  flex-shrink: 0;
}

.urgency-bar-text {
  font-size: 0.9rem;
  color: rgba(255,255,255,0.95);
}

.urgency-bar-text strong {
  font-weight: 600;
}

.urgency-bar-countdown {
  font-weight: 600;
  color: #fff;
}

.urgency-bar-link {
  font-size: 0.85rem;
  font-weight: 600;
  color: #fff;
  text-decoration: none;
  padding: 6px 14px;
  background: rgba(255,255,255,0.2);
  border-radius: 16px;
  transition: background 0.2s ease;
}

.urgency-bar-link:hover {
  background: rgba(255,255,255,0.3);
}

.urgency-bar-close {
  position: absolute;
  right: 16px;
  top: 50%;
  transform: translateY(-50%);
  width: 28px;
  height: 28px;
  border-radius: 50%;
  border: none;
  background: rgba(255,255,255,0.15);
  color: #fff;
  cursor: pointer;
  display: flex;
  align-items: center;
  justify-content: center;
  transition: background 0.2s ease, transform 0.2s ease;
}

.urgency-bar-close::before {
  content: '';
  position: absolute;
  inset: -4px;
  border-radius: 50%;
  background: radial-gradient(circle, rgba(255,255,255,0.2) 0%, transparent 70%);
  opacity: 0;
  transition: opacity 0.3s ease;
}

.urgency-bar-close:hover {
  background: rgba(255,255,255,0.25);
  transform: translateY(-50%) rotate(90deg);
}

.urgency-bar-close:hover::before {
  opacity: 1;
}

.urgency-bar-close svg {
  width: 14px;
  height: 14px;
}

@media (prefers-reduced-motion: reduce) {
  .urgency-bar {
    opacity: 1;
    transform: none;
    animation: none;
  }
  .urgency-bar[aria-hidden="true"] {
    animation: none;
    display: none;
  }
}
```

*JS behavior:*
```javascript
const bar = document.getElementById('urgency-bar');
const closeBtn = document.getElementById('urgency-bar-close');
const storageKey = 'urgency-bar-dismissed';

if (!localStorage.getItem(storageKey)) {
  bar.style.display = 'block';
} else {
  bar.style.display = 'none';
}

closeBtn.addEventListener('click', () => {
  bar.setAttribute('aria-hidden', 'true');
  localStorage.setItem(storageKey, 'true');
  setTimeout(() => {
    bar.style.display = 'none';
  }, 300);
});

const countdownEl = document.querySelector('.urgency-bar-countdown');
if (countdownEl && countdownEl.dataset.end) {
  const endDate = new Date(countdownEl.dataset.end);
  const updateCountdown = () => {
    const now = new Date();
    const diff = endDate - now;
    const days = Math.floor(diff / (1000 * 60 * 60 * 24));
    countdownEl.textContent = `${days} day${days !== 1 ? 's' : ''}`;
  };
  updateCountdown();
  setInterval(updateCountdown, 60000);
}
```

---

Copy rules: scarcity/urgency cues belong NEAR the CTA, not in the hero. Only use real deadlines and quantities. Fake countdowns and "Only 1 left!" when stock is unlimited will destroy trust. The specificity of a date ("ends June 30") beats vague "Limited time only."

Layout rules: urgency elements work in banners above sections, as badges next to pricing, or as floating bars at page top. Never in the hero — overcommitting urgency cheapens the whole page. If you're using multiple urgency signals, spread them across the page rather than stacking them.

CSS custom property summary:
```css
:root {
  --urgency-enter-duration: 0.6s;
  --color-accent: #6366f1;
  --color-text: #1e293b;
  --color-text-muted: #64748b;
}
```