An All-Too-Common Problem with Brand Sites
While it looks cool and offers a lot of the sizzle that brand marketers often desire, an over-use of Flash (and other less crawler friendly technologies) can seriously diminish the effectiveness of a brand’s site. First, embedding valuable information within a swf (flash) file makes it a virtual certainty that that content will be ignored by all of the search engines. Problem. Second, an over-use of Flash can actually box users in rather than allow them to move where they want on the site when they want. Third, Flash developers oftentimes fail to incorporate even the most basic social media features and functionality like delicious bookmarks for example.
As someone who has worked on/for big brands, I understand and empathize with the need and desire to make a splash with creative. In addition to setting high goals for the creative, it’s imperative that the creative is designed and packaged in such a way that it can be easily viewed, navigated, and distributed by users.
One blog I follow for useful insights into UI/UX is Logic+Emotion.
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