Every element added to a web page should help strengthen the message in some way rather than distract from it. When this simple rule is forgotten, sites can quickly spin out of control. You won't have to look far before you'll find many examples of these common pitfalls that follow. These are only some of the more glaring violations. Neat-O Animation Don't add unnecessary animated GIF's to web pages.
Animation catches the user's eye first.
It is only appropriate to add impact to a very important element. We use a simple flashing banner to inform users of important news flashes on our site. Avoid using animation for relatively unimportant elements such as horizontal rules, email buttons, download browser buttons, etc. Only use animation for something that is so important that you don't want the user to miss it. Keep any animated elements limited.