Design Issues When Using Flash

Design Issues When Using Flash

Introduction
Flash is a multimedia authoring tool that allows the user to create interactive
websites that integrate text, graphics, animation, audio and video. The latest version,
Flash, 5.0 is marketed by Macromedia as the professional standard for producing high-
impact Web experiences. With Flash 5.0, designers can create low bandwidth “advanced
Web applications using scripting, forms, and server-side connectivity” (Macromedia,
paragraph 1). It is cross-platform and generally considered to be user-friendly in
comparison to other programs like Director 7.0 since according to Delandreville (2000),
for example, it simplifies the animation process. Currently, 96% of online users have the
plug-in that will allow them to view flash technology (Techniquelle, 2000), which seems
to indicate that it is becoming an industry standard.
The following chart, adapted from CNET Network, summarizes the fundamentals
of the program.
Macromedia Flash Quick Facts
Company: Macromedia Inc.
Version: 5.0 (Demo Version)
File size: 10MB
Approx. download
time:
47 min. at 28.8 kbps from www.macromedia.com
Minimum
requirements:
Pentium-133, Windows 95/98/NT4/2000, 32MB RAM
Costs
The full version is $399, and the upgrade from Flash 4.0 is $149 and the
educational version is $992
For further discussion of the program Flash by Macromedia, please see Park’s discussion,
“Creating a Web Page in Flash” at: http://www.edb.utexas.edu/multimedia/PDF%20files.htm.
The purpose of this paper is to discuss three design issues, which relate to an Internet-
based use of Flash: the importance of content, splash pages, and animation.
Significance of Topic
As stated above, Macromedia has marketed Flash as the standard for creating rich
and engaging web experiences. This description- particularly the words rich, engaging
and experience reveal a current industry trend that is in complementary opposition to the
historical bases of the Internet. “These terms point to a blurring of the boundaries
between traditional screen media and the web, and reflect the public’s desire for a richer,
livelier, online experience, one that melds the visual and auditory stimulation of film and
television with the true power of the web: Interactivity” (Rodinelli, paragraph 1).
That is, Flash’s main selling point- interactivity reflects a shift in our conceptual
understanding of the Web. Mohler (2000) asserts that the Web began as an “academic-
only environment”, but has currently become, much like television and radio, a medium
of the masses. People are turning increasingly to the Web for communication and
entertainment purposes, which has opened it up to personal, corporate, and business
applications. It is the context of this alteration in our interpretation of the purpose of the
Web that Flash becomes most relevant. Moreover, because of the ever-increasing3
number of users, advertising and marketing online have become viable options for many
businesses and organizations. Thus, the desire for rich, engaging, dazzling, and
ubiquitously interactive presentations has evolved into a necessity. Flash can help
designers provide these characteristics to Web Sites, but along with their presence comes
concerns about their implementation and ultimately, their importance.
Discussion
Mohler (2000) defines interactive multimedia as “any combination of text,
graphics, sound, animation, and video that is controlled by the user and displayed by a
computer” (p.296). The ability of Flash to design a more interactive Web experience is
not a point of much contention; however, what appears debatable, according to Shafer
(1998), is the best strategies for implementing interactivity. This is particularly important
when one considers the design of the interface. Nevertheless, Mohler asserts, “…the
main purpose of any publication is to educate, entertain, inform, or persuade the
audience” (p.11). Thus, any interactivity created in Flash should not overshadow the
intended message. That is, “Content is king” (p.14). For example, the company, Audi,
makes use of Flash to create an interactive design that complements the
message/attributes that they would like consumers to attribute to their car.4
www.audi.co.uk/
In the above design, the message, our elegant cars “are the finest in equipment, design,
materials, and workmanship” is not eclipsed by the wizardry of the program (e.g. text
effects, graphics, sound, and animation) in which it was authored. The site merely
highlights and reflects the qualities, which they feel their product embodies. Similarly, it
is important for designers who use Flash to realize that “In the information age, …people
are inundated with information. When a message is… surrounded with noise, it may be
misunderstood, misinterpreted, or ignored outright” (p.14). For maximum impact, a site
must communicate clearly, effectively, and precisely” (Mohler, p.14).
Since the splash page is a common place for interactive elements to occur, the
next design consideration that has become more salient since the acceptance of Flash is
the use of the splash page. Lynch and Horton (1997) liken splash pages to book covers.
“…splash screens are intended to entice users into a site- to open the book and read5
what's inside. The elements presented on splash pages can “pique a user's curiosity,
compelling them to enter the site and explore.” In opposition, Nielsen (2000) calls them
a “sin of abusive web design” and argues that they delay the user’s ability to access the
information that they desire. For example, let’s examine the site below, Flash Outlet.
www.flashoutlet.com
A series of text effects and animation flash on and off of the screen for a full minute
before the above screen appears. Instead of enticing users to stay, this may be a case
where users leave before the content even arrives. Also, the links at the bottom of the
page are nearly hidden by the bright colors of the design. As mentioned above, the
information is subjugated by the interactive Flash elements of the design.
A third design principle that has specific relevance to Flash involves animation.
According to Nielsen (1995), animation is generally considered acceptable for the
following purposes: (1) emphasizing that a change or transition on the screen has
occurred, (2) showing multiple information boxes in the same space (e.g. text that
Links6
appears because of a rollover), (3) to demonstrate a function, and (4) to attract attention.
However, in addition to augmenting a site, animation can also clutter it and take away
from the content. Nielsen suggests that designers generally stray away from including
permanently moving animation since it makes it difficult for users to concentrate on the
information that they have accessed. For example, the Mac Cosmetics Company uses a
design interface, which includes a menu that streams across the bottom of the screen
continuously.
http://www.maccosmetics.com/setcountry/home.html?COUNTRY_ABBR=US
The continuous and rapid rate at which the menu items slide across the screen makes it
difficult for the user to read or select a menu item. The user can be delayed, discouraged
or prevented from accessing the content of the site.
Summary7
Flash is a multimedia tool that reflects the broadening of our use of the Internet from
an academically-influenced display of information to an entertainment-based media host.
In turn, our notions of “good” web design may be put to the challenge since, as Nielsen
stated, the multitude of options provided by Flash can, at times, appear to invite a
degradation in usability. In this paper, three design general design principles were
discussed:
1. The content of a site is paramount and should never take a backseat to the
interactive elements that can be provided by Flash.
2. Splash pages may be enticing, which is consistent with an entertainment
orientation of the Web, but from a pragmatic standpoint, they may impede a
user’s ability to access information.
3. Use animation in order to augment the content of your site. Never include a
permanently moving animation on a web page since it will make it very hard for
your users to concentrate on reading the text.
According to Mohler, the primary reason for using graphics is for content purposes.
Similarly, the many functions of Flash should be used in a way that “ increase[s]
attention, motivation, comprehension, and interpretation” of the content of your site
(p.8). It should aid in the communication of the site’s message. Nielsen cautions that
“Flash tends to degrade websites for three reasons: it encourages design abuse, it
breaks with the Web’s fundamental interaction principles, and it distracts attention8
from the site’s core value” (paragraph 3). The author is not implying that these
problems of “bad” design are inherent to Flash. He is suggesting, however, that the
myriad of options offered by the application is conducive to overzealous use of
multimedia elements. In conclusion, despite past, present and future innovations, the
content of a site should always be considered paramount and should never take a
backseat to the interactive elements that can be provided by Flash or any other design
tool.
N.B. While the list of design principles discussed in this text are in no way exhaustive,
they are a few basic principles, which designers who use Flash should bare in mind.
Sites Discussed in this Text
· Audi
www.audi.co.uk
· Flash Outlet
www.flashoutlet.com
· Mac Cosmetics (click on products)
http://www.maccosmetics.com/setcountry/home.html?COUNTRY_ABBR=US9
References
CNET (No Date). CNET Network. [Online]. Available: http://download.cnet.com/downloads/0-
10074-108 35426.html?tag=st.dl.10074.upd.10074-108-35426
Delandraville, D. (2000, March 6). Have you ever been framed? ZDNet Developer.
[Online]. Available: http://www.zdnet.com/zdhelp/stories/main/0,5594,2456231,00.html
Lynch, P. & Horton, S. (1997). Yale style manual. [online]. Available:
http://info.med.yale.edu/caim/manual/contents.html
Macromedia (No Date). Macromedia Flash. [Online]. Available:
http://www.macromedia.com/software/flash/
Mohler, J. (2000). Graphics, animation, and interactivity with Flash 4.0. New York:
Delmar Thomson Learning.
Nielsen, J. (October 29, 2000). Flash: 99% Bad. ZDNet Developer. Available:
http://www.zdnet.com/devhead/alertbox/20001029.html
Nielsen, J. (1995 December). Designs for multimedia on the web. Available:
http://www.useit.com/alertbox/9512.html
Park, P. (2000). Creating a Web Page in Flash. Interactive Multimedia Development
Website. [Online]. Available: http://www.edb.utexas.edu/multimedia/PDF%20files.htm
Rodinelli, K. (No Date). Why use Flash? Keith Rodinelli Animation. [Online].
Available: http://www.keithstudio.com/why.html
Shafer, D. (1998 June 1). Designing for the highest common denominator. CNET
Builder.Com. [Online]. Available:
http://www.builder.com/Authoring/Shafer/060198/index.html
Shafer, D. (1998 December 21). Implementing slick interactivity. CNET Builder.Com.
[Online]. Available: http://www.builder.com/Authoring/Shafer/122198/
Techniquelle. (2000, August 28). Macromedia Flash 5.0 Released! [Online]. Available:
http://www.techniquelle.com/NEWS2.cfm10
Related Links
Introductory Links:
http://www.macromedia.com/software/downloads/
Download the trial version of Flash 5.0
http://www.flashzone.com/
Flash Zone is a resource site dedicated to Macromedia Flash
http://www.kirupa.com/developer/index.htm
Kirupa.com: A Flash Developers Guide contains many tutorials, links, resources, downloads
regarding Macromedia Flash.
http://www.flashcentral.com/Xena3/Index.htm
Flash Central is the source for tricks, tips, galleries, and development resources concerning
Macromedia Flash web animation software.
http://www.enetserve.com/tutorials/
Flash academy contains tutorials that are designed for the beginner.
http://www.moonfruit.com/
Moonfruit lets you build your own Macromedia Flash site in 30 minutes.
Creating Interactivity with Flash:
http://www.macromedia.com/support/flash
This Macromedia page demonstrates how to create a popup window in Flash.
http://www.flashzone.com/resources/clipgallery/index.html
Flash Zone Clip Gallery gives you access to a range of stock vector artwork in a native
Flash format.
http://www.kirupa.com/developer/addbuttonsound.asp
This page shows you how to add sound to rollovers and buttons.
http://www.flashkit.com/resources/index.shtml
Flash Kit has downloadable sound and music loops.
http://www.mediawebproductions.com/sounds.htm
Media Web Production Sound Archives offers free professional music loop samples for use with
Macromedia Shockwave and Flash applications.11
Examples of Sites that Use Flash:
http://www.flashsiteofday.com/
Flash site of the day allows you to sign up on email list to receive the daily Flash site of
the day.
http://www.stuartlittlemovie.co.uk/index1.html
Stewart Little is a site designed for kids based on the film by the same name. The site
includes games, downloads and information about the movie.
http://www.coca-cola.com/gateway.html
Coca Cola Website that demonstrates the convergence of web advertising to that of
television of movie advertisements.
http://www.smashingideas.com/
Smashing Ideas is a multimedia design firm that has used Flash to design their company
website.
www.mtv.com
This is the site for the Music Television Channel. They have used Flash technology to
create the navigation bar that appears across the top of the screen.
http://www.jenniferisaac.com/
Jennifer Isaac is a free lance reporter whose portfolio has been done using Flash
technology.
http://www.drewmedia.com/
This is the site for Drew Media, a web site design firm.
http://disney.go.com/park/homepage/today/flash/index.html?clk=1004398
This is a website for children designed by Walt Disney’s that contains games, learning
activities, and links to Disney Channel programming.
http://www.highlanderendgame.com/
This is the web site for the movie, Highlander End Game.
http://www.benjerry.com/
This is the site for Ben & Jerry’s Ice Cream Company.12
*This paper is written by Leah Graham for the course EDC 385G Interactive
Multimedia Design & Production at the University of Texas- Austin