As you learned in my last article, GIF animation software abounds, and most of it is fairly easy to use. But just because GIF animations are fun and easy to create and use, doesn't mean you should go crazy with them. Animations are best used in moderation. They're great for drawing attention, but used in excess they're not only a distraction but can actually have a detrimental effect.

My own personal experience is that if a page has a lot of animations, and I can't somehow manipulate my browser window to hide some of the distractions, I'll most likely move on to something a little easier on the eyes. Some Web surfers have been known to go as far as covering up animations with their hand! Remember also, to consider your intended audience. Generally, younger Web surfers are more tolerant of animation.

There are some instances when animation is appropriate. Just about any web surfer is aware of the use of animation in Web banners. Banners are designed to draw attention, and although this use of animation can be effective, it's important to be aware of the drawbacks. A study done by Banner Tips (link expired) surprisingly showed that click-through ratios on animated banners were actually lower than on similar non-animated banners due to the excessive download time.

In another informal study, Scott Spain learned that using an animated logo on a company Web site so distracted visitors from the content of the site, that many of them left remembering little more than the logo. In his article he has some great tips on effective use of animation.

Web animations can be used to illustrate a point or a process, but when used ineffectively, they do nothing more than simply bloat your pages. For a tongue-in-cheek example of the ultimate in useless animation, take a look at SkipIntro.

On the other hand, there are many instances when animation can be used effectively to demonstrate a process or technique. Visit these sites for examples of useful animation:

• How to Change Toner
• Folded Ad Inserts
• Automatic Vehicle Loading Lock
• Portable Displays (I don't think the sound loops enhance the presentation, however.)

The bottom line is: If you intend to use GIF animations in your Web pages, you would be wise to familiarize yourself with the basics of good web design, learn how to use GIF animations effectively, and use the various optimization programs and techniques for shrinking your animations. And always remember... if the animation does not serve a particular purpose and you're just using it because you can, you're better off not using it at all.

Note: If animations on a Web page are distracting to you, you can stop them from looping by clicking the stop button in your Web browser or the ESC key on your keyboard after the page has finished loading. If you would rather not see the animation at all, most Web browsers have an option to turn them off completely. Consult your browser's help file for instructions on how to do this.

~ Sue Chastain
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