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Best practices to use GIFs in KB articles

Animated GIF images are a powerful way to improve user experience in Knowledge Base (KB) articles. They can replace multiple screenshots, visually demonstrate step-by-step instructions and reduce cognitive load for readers. However, GIFs demand additional effort for localization (L10N) and maintenance, making it crucial to plan their use carefully. The following guidelines will help you decide when and how to use GIFs effectively.

GIFs are most effective in the following scenarios:

• Replace multiple screenshots: If a process requires three or more screenshots, consider using a GIF to streamline visual instruction.
• Show sequential steps: GIFs can fluidly demonstrate the sequence of steps in instructions that require users to follow steps in a specific order (like navigating menus or clicking buttons).
• Steps across different screens: When a task involves multiple screens or windows, a GIF can visually tie them into a cohesive guide.

Note: Only include GIFs when they enhance understanding and reduce cognitive load. Avoid adding GIFs unnecessarily, as they can overwhelm users and increase visual clutter.

Follow these best practices to ensure GIFs are effective and user-friendly:

• Meaningful and relevant: Use GIFs only when they add clarity or value to the instructions. Decorative or unnecessary GIFs should be avoided.
• Reduce cognitive load: Use GIFs to simplify complex processes, not complicate them. If the GIF adds confusion or redundancy, it’s better to stick with static images.
• Seamless looping: Ensure the GIF loops smoothly by using a white fade-in and fade-out between the start and end frames. This avoids the distracting “glitch” effect when the loop resets.
• Brief and focused: Keep GIFs short and focused on the core steps or actions. Avoid including unnecessary details that can distract from the primary instruction. Ideally, GIFs should be no longer than 15 seconds.
• Precise cursor movements: When using a cursor in GIFs, ensure it moves in a clear, intentional manner. Avoid unnecessary or erratic cursor movements that could confuse users. The cursor should hover briefly over clickable elements, such as buttons or menu items, to emphasize the action and guide users effectively.
• Accessible alt text: Provide clear and concise alt text for each GIF to ensure accessibility for users relying on screen readers.
• Maximum size: Images and GIFs on SUMO can be up to 2 MB in size. However, for optimal performance and usability, file sizes should ideally be kept under 1 MB. This ensures faster loading times and a better experience for users, particularly those with slower internet connections.

While GIFs can enhance articles, they also introduce challenges:

• Localization effort: GIFs introduce a higher workload for L10N teams, as each locale requires the creation of a new GIF.
• Maintenance burden: GIFs require more effort to maintain because any change to the UI or process often means creating a new GIF from scratch. On the other hand, static images can usually be updated with minimal effort.
• Cognitive overload: If used excessively or inappropriately, GIFs can overwhelm users rather than clarify instructions. Use them sparingly and only in high-impact scenarios.

GIFs should be prioritized for high-impact KB articles where they can make a meaningful difference, such as:

• Articles with high traffic or frequently asked questions
• Complex tasks where a step-by-step visual guide significantly reduces user confusion
• Processes with multiple steps or screens that are difficult to convey with text and images alone

To ensure all GIFs align with SUMO’s visual standards:

• Use the same design principles as static images like meaningful visuals, simplicity and clarity.
• Subtle animations, such as zooming in on key areas or highlighting important elements, can help guide users. Avoid rapid or flashing effects, which may overwhelm users or create accessibility barriers.

• Add images and screenshots to Knowledge Base articles
• Add screencasts to Knowledge Base articles

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