As a minimum, decision gates should include:
- Do we need this content?
- Can it be text-based?
- Can an illustration be delivered via CSS or vector be used?
- Can a web animation or interactive element be used?
- Can audio or image(s) be used?
- Out of all of these options, which has the lowest file size and least number of external requests?
Video will only be considered when the above questions have been genuinely considered.