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Electronic Planet: Flash: Interactive Experience or High Tech Hindrance? |
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Flash: Interactive Experience or High Tech Hindrance?
Be aware of the impact of using the animation software on your Web site.
By Matt Simpson
Businesses must always be looking for ways to differentiate themselves from their competitors. Many turn to professional designers for help in building a unique brand identity and experience; including an engaging Web presence.
Most businesses want something that will make them stand out in their marketplace. When talking with clients about a new Web site, many designers suggest the use of Flash as an option to help the Web site seem more dynamic. However, some design professionals are often too quick to whisk a client off to the beautifully animated and music-filled land of Flash. Before you buy your non-refundable tickets, there are a few things that you should know.
Slows Down User Experience
In recent years there has been a trend to use Flash to create dynamic and interactive experiences for Web users. The problem is that Flash has become overused in many Web sites, and is more of a hindrance than a help.
Flash technology slows down the user experience with load times, complex animations and a lack of mobile browser compatibility. People use the Internet because they want accurate information quickly. Forcing your clients to wait for Flash introductions or pages to load is equivalent to making your customers stand in long lines for service. Clients are generally more concerned with your Web site's content than the Flash skills of your Web programmer.
Creates Dependency with a Developer
There is nothing worse than having to call your Web developer every time you want to make a change to your site. Many programmers like Flash because it creates a co-dependent relationship between them and you. While the Flash files are uploaded to a Web site, the source files are still stored on the programmer's computer.
If you no longer want to use your programmer (or if the company goes out of business), you may be forced to develop an entirely new Web site because you don’t have the Flash source files. This happens far more than people realize. Keep this in mind when you select a Web developer. It is far more important to select a company that’s been around for a few years and has a good track record vs. saving a few bucks by using your neighbor’s nephew who is working out of his basement. Also, make sure your contract with the Web developer gives you ownership of the source files.
Impacts Search Optimization
Flash also hinders search engine optimization—and, who doesn’t want their site listed at the top of a Google search? HTML is the standard language for Web site programming. Google, Yahoo and other search engines use this standard programming language to comb the Web and compile information for search results. If your site relies on Flash technology, search engines may overlook your company because they do not recognize the Flash programming, thus rendering your Web site invisible to any searching consumers.
While Flash sites can be optimized for search engines, there is a bit more work that goes into “SEO” for a Flash site than a standard HTML based site, and you need to be sure the benefits of Flash outweigh the additional programming and development costs.
Enhances Aspects of a Site
Now that we’ve kicked Flash around a little, you should know that it can be a powerful marketing tool when used appropriately. You should definitely consider using Flash if your product is geared towards a younger consumer or the entertainment industry. Web sites in these marketplaces almost always demand a dynamic and exciting user experience, and Flash is a perfect tool for creating such elements.
You might also want to consider using Flash to help illustrate key points on your site, as opposed to blanketing the entire Web site with it. Interactive demonstrations, maps and games are great examples of components that work well when animated in Flash. Also, Flash can be used to enhance certain areas of your site or to add that "little something extra."
The bottom line is that Flash does have a place on the Internet, but you need to be aware that it may not necessarily be right for your entire Web site.
Matt Simpson is the founder and chief creative officer of INFUSION, a full-service Web and graphic communications company located in Overland Park, Kan. Matt has spent more than 17 years immersed in the creative services, Web site development and communications industries. For more information about INFUSION, visit them online at www.infusioncreative.com or call (913)-384-1700.
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