The case against animated page flipping publications
by, 01-30-2017 at 12:22 PM (3000 Views)
During a recent meeting I was asked to explore the possibility of presenting existing PDF newsletters in a flipping book format. You know the sort; online interactive magazine layouts presented as a 3D book where pages are navigated to and animated in a realistic flipping motion. This wasn't new ground for me as I'd already completed the exercise (and dismissed them in favour of PDF) 5 years ago, but the topic had raised its head again, and this time it was interesting to relook at things from a mobile-friendly perspective.
First there was Flash and the magazine metaphor
There's no denying that flipping book softwares have been around for a long time, harking back to the days when Flash was a popular choice for creating user interactions on desktop. But even then the novel idea of an online digital book was doubted by UX enthusiasts. This discussion on StackExchange describes it as an example of the "metaphor anti-pattern";
It is easy to see how the flipping book metaphor became popular;... where they re-create a physical something in digital form and thereby replicate all its weaknesses; plus, since you can't truly replicate everything you introduce new weaknesses. In this case for example, users can't fan through multiple pages to skim to what they want. The result is you're creating advanced technology to make something that is less usable than the original technology it replaces.
But, for others - those who may not necessarily understand how the web works or who have not necessarily considered where and how visitors access content - there is still much appeal in the visual "WOW" that an animated online booklet offers. At the end of the day, it usually falls to the web team and / or marketing people to decide if a flipping book is a superficial flourish or a worthwhile and effective means of distributing content.
Flipping books web-based or desktop software?
Looking at what's currently out there, page flipping softwares come in 2 flavours web-based and desktop software.
I dismissed the web-based ones almost immediately due to on-going monthly costs; as they require a subscription to the provider's service and because the software is held on someone else's website, and the flipping books are hosted on someone else's servers, it's a way of keeping you permanently tied-in. Most flipping book providers I looked at prevented the final product from being download (as a working flipping book) for personal safekeeping or hosting on another website, so concerns would be, if the company went under, or if you wanted to go elsewhere, would you lose all access to, or use of, old flipping books? At that point there'd also be additional cost / time in researching alternatives, setting up alternatives, and training, not to mention the disparity between 2 different final products and end-users potentially dealing with 2 different interfaces. There are no doubt many more reasons but I didn't go further as this option had already been swept off the table.
So desktop software was a better choice in this instance. I looked at several but dismissed many due to them;
- Being developed before the era of mobile and / or not being compatible with mobile (generating an interface that is not sized for mobile or doesn't work on mobile i.e. Flash technology)
- Not accepting the import of a pre-made PDF / Word / Publisher document and having to compile / build whole newsletters / magazines in the software itself (there'd be a learning curve associated in getting to grips with a new software, possibly for multiple users to cover sick days, holidays or if someone leaves)
- Only generating a collection of files needed to produce a finalised flipping book and not exporting in other portable formats, such as PDF (which would make distribution over email difficult)
There were a few options, of varying costs, that looked promising due to allowing pre-made documents to be imported into them and producing something that worked (reasonably) well on mobile. At this stage, a non-webby type might have thought this enough of a positive reason to eek a firm "Yes!" out of me. Unfortunately this was not the case. More thought was required. And so the flipping book assessment continued...
A few hours or research and note-taking later, my final reasons reiterated the importance of remembering that these flipping books are generated specifically for use on websites, and as such, there were other points to consider... points that ultimately circled back round to the PDFs that were already in use;
Each flipping book is a collection of dozens and dozens of scripts, files and folders, which together make it possible to view (variations of) the flipping book on mobiles, tablets and desktop computers. These take up a lot of space. For example, a test document in PDF format was only 5MB in size when optimised for the web. I turned it into a flipping book and the weight soared to 36MB+... and that was only on a 10-page restricted conversion owing to limits of the trial software. I would expect a full 20+ page publication to be considerably more... maybe 10 times the size of the PDF. Consider too that we're not just talking about the size of each flipping book in relation to space occupied on the server, but also by the weight and amount of files each web-visitor has to download in order to view each flipping book on their device. The extra weight could really chomp through data usage allowances on mobile.
Lack of portability
The scripts, files and folder that make up each flipping book, come as a bundle and have to be transported together. A flipping book isn't (for the most part) something that could easily be emailed out in a standalone version. It is true that some software outputs a standalone .exe file, but in order to transport it over email, it would need to be zipped-up to bypass anti-virus / spam protection, or whatever unknown malicious threat prevention measures that the user (or the organisation) has installed on their device; cue additional usage instructions for the recipient on desktop, and frustration on mobile when they realise that they can't view the .exe on the go, forcing them to wait until they're back at a desk. The most accessible flipping book could only really exist on a website. On the other hand you could simply distribute a PDF that stands for Portable Document Format, so the clue is in the name.
You would be at the mercy of a website person to upload all of the necessary scripts, files and folders online, embed it into a web page, link it in menus and provide access links that can be emailed out, for every flipping book.
Longevity / future-proofing
It's impossible to predict whether the desktop software will work on future computers (leading to further upgrade costs). Similarly, there's no way of knowing if the scripts will be compatible with future web browsers, or if flipping books generated today will work in all future devices, leading to a need to rebuild them all later down the line to accommodate any new technology.
Something else to learn
And not just by the person using the desktop software, but by web visitors too. There are several sorts of flipping book softwares on the market, and each one generates a different flipping book interface. That's a new interface and new set of buttons, and behaviours, for new users to learn how to use, and an interface and set of behaviours for occasional users to relearn how to use. On mobile, depending on software, pages can scroll down, swipe left, tap, or be navigated to via a menu. There's more expenditure of brainpower as visitors encounter other flipping books on other websites and this required extra thought can erode a user's confidence both in the website and it's providers. Compare that to PDFs - all PDFs everywhere behave the same and conform to existing learned expectations (users know how to scroll down) so they take less effort to use.
Restricted actions / unpredictable behaviour
Flipping books tend to use Flash technology on desktop, which interferes with a user's learned behaviours, such as, copying an interesting bit of text - text cannot be selected from a Flash interface. Worse still, the pressing down of the mouse button, or holding down of a finger on mobile / tablet in order to perform the text-selection, may actually result in undesirable page-turns, which would be very frustrating. The web is an open medium its common knowledge that you can copy text / images from any web page you visit so introducing a medium mid-flow into their journey through an open website, which goes against user expectations and prevents learned behaviours, is very harmful to user-experience. Why is it beneficial to work with user expectations? See Jakob's Law of the Internet User Experience, which states that;Users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know.
Only impressive on desktop
Flipping book softwares have been around since before mobiles, and only a few have been converted to mobile in an attempt to move with the times and make mobile experience (of the interface not the text, which is still tiny) more comfortable. But it is only the desktop version that has the "WOW" factor mobile adopts a more simplistic view. The problem there is that, globally, mobile usage now surpasses desktop usage, and it's still growing, so it's a trend we can't ignore. The visual "WOW" factor on desktop will simply not have chance to "sell" the all-singing, all-dancing version of the flipping books to a growing number of people. Flipping books, as a way of distributing content, is also a falling trend. Take, for example, statistics for Issuu (one of the largest online publishing sites that uses flipping-page technology) usage amongst the top 1 million websites has fallen over the past year. I would guess at this being partially linked to publishers finding alternative ways to distribute their content (e.g. reading Apps), following the move by Google in April 2015 that has since penalised websites for delivering content that is not mobile-friendly.
Only impressive while looking at them
The "WOW" factor is there only for as long as the (desktop) web-visitor is looking at the online flipping book. Is it realistic to expect web-visitors to stay on the site and read the flipping book cover-to-cover, where they can continue to be impressed by the flipping animation? Or, is it much more likely that visitors will take the PDF version away with them to read at a more convenient time; Maybe offline, having been imported into iPages; Maybe by emailing it to themselves? And are people more likely to email the PDF, which cannot change or disappear once it's in a user's possession, or, email a link to the web page where the flipping book is located, which could be removed or changed before they have chance to get back to it? The PDF would win because loss-aversion (fear of losing something) is a more powerful motivator than the gains of a pretty page-flip effect. The number of PDFs I'm personally sent and asked to include on websites I maintain, rather than links to online publications (flipping or otherwise), would support this.
Long live PDF
At the end of the day, a PDF, while not the fanciest medium on its own, is much more useful, user-friendly, portable, stable and predictable than an online flipping alternative.
So those are my reasons why flipping book solutions might not be the right choice. Sometimes they might be, but it's important to weight up the pros and cons and understand the impacts in each use-case. The decision is yours.