You know we're in a new age when talking about flashing someone is less about taste and more about bandwidth. Flash, a streaming format from Macromedia, allows Web sites to behave like movies, reacting to the mouse in a way that seems almost alive. Flash has gained in popularity in the last five years as more and more designers learn how to integrate it into overall Web design. In extreme cases, entire Web sites are built in Flash.
The Pros of Flash
Flash is platform independent, meaning your Flash messages appear the same way on a Mac or on a PC. Plus, the interactivity of Flash lets your viewers linger on your site playing with its reactivity, making it move. Flash sites can be addictive. Check out these successful business sites to see Flash in action:
http://www.mercermc.com
http://www.adp.com
http://www.matrox.com
http://www.mckinsey.com
The Cons of Flash
There's no doubt that Flash is appealing to the eye, but when it's over-used, it can easily create a messy impression. It's also much less modular than graphics/test interfaces. With a graphics/test Web site, when your product changes, you upload a new photo. When your product changes and your Web site is Flash-based, you've got a few hours of careful crafting on your hands instead of a quick upload.
Also, even though the playful interactivity of Flash is a positive, the downside is your well-crafted messages could get lost in the motion. Did you visit http://www.mercermc.com? Can you name two definitive things they do? Although it's listed in the text, the sheer interactivity of the graphics is overwhelming. On the other hand, http://www.adp.com uses a small dash of flash to add attractive motion to an otherwise very modular, easy-to-update, text-driven site.
Flash files are also larger than typical Web graphics and text. If your intended viewers aren't surfing at fast connection speeds, they will find Flash pages frustrating. As a Web developer at Employease, the hosted application provider for the HR/payroll industry, told me recently, "Flash looks like amateur hour really fast."
Most designers can agree that you don't need Flash to look great online. Consider the following Web sites--they sport unique interfaces and have chosen to be Flash-free (at least at the time of this writing!):
http://www.fedex.com
http://www.casauri.com
How to Use Flash
Most experts agree that unless you are a Flash developer showing off bleeding-edge skills, the best way to use Flash is with the "seasoning" methodology. A little spice goes a long way. Used sparingly like salt or pepper, Flash can accent your Web site with interactive, captivating touches that don't slow down the overall connection speed too badly. A little goes a long way. So as you consider adding Flash to your Web site, keep in mind your reasons. Are you adding Flash because everyone else has it? Or because you feel a splash of Flash might add just the stickiness you need to keep someone's attention a couple of critical seconds longer? Flash, like everything else about your business Web site, is a business decision--make it with your users in mind.
