In a former life I was heavy into web advertising for a successful, profitable online e-commerce site I ran ($400,000 a month ad budget). One thing we found over the years is that ad design mattered, whether animated GIFs or Flash (in the early days).
Ads with certain color combinations and one-two-three frames of animated content usually performed better than static advertisements, or those with more complicated elements.
Today, web developers have the mobile device environment to worry about as much as the Desktop, and that means no animated Flash advertisements. Instead, the new fangled kid on the block is HTML5, and the Mac tool I love the most is called Hype, now at version 2.0.
Hype’s development interface will be familiar to anyone who put up Flash animations. It’s a keyframe-based animation system with a recorder mode to create elements quickly.
All the buzzword tools you’d expect are well arranged in floating palettes, Adobe style. Animated content can be created with keyframes, easily moved on a timeline, and it’s simple to drop in video and audio for multimedia requirements.
Hype handles graphics with ease, and has plenty of cutting edge effects, including reflection, shadow, 3D, and more. And, you can use fonts from Google’s Web Font directory. It seems to me that Hype 2.0’s focus is more for mobile device animation development than the original 1.x version.
There’s so much going on in Hype that there’s still a learning curve, made less so if you’ve ever used Flash to develop ads, animation, or multimedia components.