Flash technology is an effective way to keep websites fresh, interesting and often interactive. Motion adds interest and when used effectively, credibility and sophistication. But what is the best use and true purpose for this arresting technology?
For web design that works, Flash is used most effectively in 2 ways; Advertising and Branding.
- Advertising:
Flash can grab the attention of a website visitor from their first moments at the website. It gives visitors the kind of experience that helps them better understand the subject being advertised and allows them an interactive opportunity to learn more about the product, service or brand featured on the site. From an interactive experience, to a key page or section, Flash technology points an arrow to the information you wish to highlight for maximum effect.
As an advertiser, you must understand your business objective as you decide how and when to use Flash Technology in your website design. Is there a call for action? If so, the rest of site shouldn’t compete with other elements on the page. If the flash feature requires action, such as clicking through to additional information, it should be the most important spot on that page. Always look to follow-through as the ultimate goal. That being said, it shouldn’t necessarily be the only information on the page – make sure you include enough information to lead visitors just where you want them to focus. This is a vital aspect of Flash technology in website design.
- Branding
When your objective is brand-building, Flash is quite effective in creating the awareness and brand-recognition necessary to you’re your website design cut through the clutter. The right amount of animation for a logo, image, message, or contact information gets the attention you need to create your brand story. Some web metric reports have found the use of Flash technology increases the effectiveness of an ad or website message over 70% - a very impressive figure by anyone’s standards.
So use Flash technology in the right places and the right situations to get the most out of your advertising and branding on the web.