Move your phone closer to the image to zoom in, or farther away to zoom out. View the animations from any angle - front, top, or back. The size of the image determines the size of the animation - scan a small image and you'll see a smaller version of the animation. Then place the image on your wrist to see the different color options, apps, and more. Scan a bigger image and you'll see a bigger version.
Just be sure to keep your phone focused on the image to watch the animations.