15 June 2007
Bluelinemedia marketing specialist Ben Jeffery looks at the pitfalls of using Flash.

Introduction

I've just been on a 100% Flash site and I can't resist complaining about it. All I wanted was a few key facts, and I had to sit through loading and presentations until the company and its web designer decided I had earned access to real information.

Flash sites are controversial because they tend to be loved or hated. The Flash technology itself is really impressive, and it can be a genuinely useful tool if it's used in small graphics that don't take over the site. The problem comes when web designers create a site that uses all the bells and whistles of Flash technology with no concern for the usability and usefulness of the site.

Why Flash is used

Flash technology has often been favoured by graphic designers because it is a very usable tool that allows you to try out all sorts of fancy effects. However, this does not mean that sites are efficient behind the scenes, or that they reflect real business needs. Flash sites are also very difficult to adapt and develop, and most importantly they never perform well on search engines because the real content - the words - cannot be found as they are embedded too deeply within the site.

Think about it this way. If a user comes to your Flash site to find your phone number or a price list, they have to wait for the site to load (assuming they have the right software) and then usually sit patiently while you give them a presentation about your company that holds no interest for them. Only then will they be able to use the fancy menu to get to something useful. If you were running a real shop, you wouldn't force customers to sit through a slide show before picking up a shopping basket. Website visitors are much less patient.

Simplicity sells

The most successful sites in the world - think of Amazon, the BBC and Google - are built around functionality first, with design used only to provide a specific benefit. At the end of the day, Flash is just one of many technologies available and it needs to be fitted around your business. While Flash can be useful in moderation, it should not dictate the direction of your web presence. Only specific, measurable business goals should do that.