Graphics should be used sparingly because each image adds to the time the browser requires to load the document, and depending on the amount of colour chosen for each image, the result could be a mixed quality. Images are better used for establishing common identity among Web pages, or when content dictates this type of enrichment. Images are also suitable for adding a touch of emphasis. Again, designers should try to conform to a standard. The problems occur with its integration and associated technical matters.
Movement attracts the eye and has the potential of captivating the viewer's full attention.
The power of the moving image can be advantageous if incorporated appropriately. It is important to avoid arbitrary motion or motion that detracts from the content of the Web page. The content of the animation or video should support the intent or concept. Effective integration means that the audio should contribute to the other media on a Web page by explaining a graphic or providing an example of something described in text. It should not be a way of restating the message which has already been conveyed by the text or a graphic.