Over the past 15 years Flash Animation has become an increasingly important part of the web. Flash can help bring movement to a static site, inform and illustrate a point more easily and clearly than mere words. Most people do not use flash effectively and do not use it with a goal in mind. It is simply there as eye candy, serving no real purpose. Most times when we are approached to create flash animation for our clients they ask us to give them some motion, some dynamism in the website. Very rarely is there a clear concept as to how this is going to achieve a specific goal for their business. Often we ask why do you want a flash animation? Sometimes there are good reasons, business driven reasons, sometimes product or service concept could be easily explained through the use of pictures, animation, voice-overs and sound.