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May 15, 2008


Michael Zuschlag

These show animation hurts user performance on objective measures, hitting four out of your five requirements:

Zhang, p (2000). The Effects of Animation on Information Seeking Performance on the World Wide Web: Securing Attention or Interfering with Primary Tasks? Journal of the Association of Information Sciences, 1(1) (March) Article No. 1.

Burke, M., Hornof, A., Nilsen, E., & Gorman N. (2005). High-Cost Banner Blindness: Ads Increase Perceived Workload, Hinder Visual Search, and Are Forgotten. ACM Transactions on Computer-Human Interaction (TOCHI), 12(4) (December).

I don't think there's much doubt that animated ads harm the user experience. Translating that into dollars is going to be difficult. Even if you find a study where a _particular_ site add/loss revenue from adding/removing animations, it would be a leap to assume that it'll work the same for you.

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