Responsive Web Design: Adapting To New Technologies

Web design is changing rapidly. There has always been a bit of an arms race, but with the explosion of social media and mobile browsing, is there a case for a rethink in the way we want to present ourselves to the visitor? One important aspect of that is flexibility or responsive website design.

When we consider responsive web design, what we are talking about is serving our content to suit the device and personal viewing preferences of the users themselves. So, we may be considering responsive web design from low resolution and small size mobile phones all the way up to larger monitors going up to over 1,900 pixels wide.

Here is an example of a client’s website that has been coded with responsive web design, showing how the content is re-purposed for display with a web browser, tablet or mobile phone.

Responsive Web Design

Responsive website design encompasses a range of techniques and a mindset, to apply a fluid layout to a website. This will help it cope with resolution issues as well. New technology in displays, such as those in the iPhone, with increased density of pixels also creates its unique problems. It is no longer possible to put up a site for a fit all approach.

In itself, responsive website design is not all that new but previously the approach was to actually design specific and distinct sites in their entirety to the device as it hit. Now this is still a standard practice for those without the requisite technical knowledge.

A good example and advantage of this is where there is interaction between two separate devices. So, if you have someone viewing via a mobile on a specific mobile site and they forward a URL to a friend, what they will have sent is a specific mobile site that will not work for a laptop or tablet. It’s a poor experience for that friend and potentially lost business.

With the new philosophy we want one solution that adjusts itself with flexible widths and multiple style sheets that adapt to the resolution density and width of the browsing device and browser software. Of course, it is the mobile market that has made the biggest impact towards this approach.

Mobile browsing really has pushed the responsive approach. The additional cost of a separate build can now be avoided and yet still satisfy the visitor.

As the growth of smartphones continues, so the problems with the standard approach will increase. How can different devices interact when they serve wrong sites? The role of the conversation or what used to be known as viral marketing continues to expand. As it does, the issues will rise and the need for a single flexible compatibility will increase. The early adopters will reap the huge benefits from making that leap of faith. If you have a business, you need to seriously consider planning right now.

If you fail to build in responsive web design into your overall internet strategy, you are effectively handing a blank cheque to your competitors. You can be sure that where responsive design is concerned, you can bet one of them will get it and take the action required.

 

Written by
Aaron McLellan
Aaron McLellan

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