… than the flashy website with bombastic music. By knowing your target audience and staying in line with your content, you will effectively determine the kind of presentation to convey your message, rather than joining this or that bandwagon for no other reason than being trendy.
Part 2. Beyond the dazzle
When it comes to presentation, today’s web hype is grossly divided in two: Flash and web 2.0 interfaces. Both concepts are extremely powerful when used properly, but fact is that many websites use Flash for no other reason than animating content, or web 2.0 cosmetics just to adhere to the norm. Unfortunately, even some graphic design magazines help spreading this trend by promoting Flash websites as the “best of the web”. Would this mean that a website with no animation and no bubble gum icons is doomed? Not quite. Just as in part 1 of this post where the tools were not the end, but the means, the most important principle of a website is not its presentation, but its content. Sound, movies, and instant chat may sound cool to you on paper, but they may be pointless and even annoying for your audience in the long run.
I believe Flash should be avoided or used sparingly on most websites, and really present only for artist’s portfolios, bands, movie micro-sites, viral campaigns, etc. If, like most users, you do not want to waste your precious online time, you will end up skipping the animated intros that are just marketing anyway. It is also important to know that Flash content is not easily indexed and retrievable by search engines, and therefore, your great site may end up quite unnoticed, which in turn means less audience.
While on a different track, same principle relates to web 2.0, also referred to as the social web. There is much to say about social networks (and this will be in fact the subject for a future construction, so stay tuned) and the connectivity they offer, and there is a true waste of potential about technologies such as RSS feeds, web services, and opt-in newsletters, but before you decide to tackle on any of these, make sure you have content to deliver. It is best to harness one medium well than to touch them all briefly. Your audience will thank you for it, and follow your subsequent steps once you are ready to grow.
In conclusion, I advise not to waste your resources thinking of a global solution until you are truly ready to handle it. Have it all, one step at a time.