It is now 2005, and Macromedia Flash can be considered a mature tool for WEB DESIGN and development. However, WEB DESIGNERS must ask themselves how Flash based websites are perceived by the viewing public. In spite of all the efforts to make it so, the Internet is not television. Its greatest role in the lives of busy consumers is as an information source, not an entertainment medium. The Internet is the new Yellow Pages with rich content.

With that in mind, we find that generally, most consumers have grown tired of the typical slow-loading Flash animation based web page. I repeatedly hear my clients expressing annoyance with that approach to web design. Why? Well, the "wow-factor" love-affair with the Web has died. Potential customers, the people that will actually buy your product, just want the facts. They are using your web site to make buying decisions. Therefore, the most successful websites gives the consumer what they want: Clear, legible, well presented information. GOOD WEB DESIGN should always support that objective.

Additionally, it is more expensive, and time-consuming, to build and maintain a well-designed Flash based website. As a result, Flash based websites are less likely to be updated frequently. A budget-minded small business is better served with a html based website that is well designed, flexible, and easy to update.

Clear, well designed web sites can motivate customers without the use of heavy Flash animation. One of our recently designed websites DCLIVING.COM targets web savvy, young professionals seeking to relocate to Washington DC. We decided to avoid the use of Flash animation in this web design. Why? Typically, most working professionals will use free time at work to search the web for information. They are too impatient to wait for slow loading animations. To meet their needs, the website must give fast access to needed content. However, that content must be well designed, legible, and intuitive.

Does our web design strategy work? DCLIVING.COM was recently reviewed by the WEB DESIGN & CRITIQUE Editor. of GRAPHIC-DESIGN.COM. Their opinion: "All the essential ingredients are here: smiling faces, clear navigation, understandable typography and short, hard-hitting content. Links are clearly defined without having to say click-here, and the row of roll-over buttons under the header guides the reader to exactly the areas of most interest. Once arriving in the content well, each page is just as attractive and just as compelling."

Good design on a small business budget does not need Flash animation to engage the customer. This is not to say that Flash should be avoided. When the budget allows for it, Flash can be a very sophisticated communication medium in the right hands. However, at NEWARK1 WEB DESIGN our focus is on giving our small business clients the best value for their hard-earned dollar. We do that by focusing on what matters most to their potential customers. After all is said and done, customers want information, and they want it fast!