8 Simple Truths of Responsive Design

It’s become clear that Responsive Design is no longer a trend. Delivering an across the board optimized user experience no matter the device can bring far reaching benefits and help a newly launching brand or existing organization widen their audience.

The fact of the matter is that sites not utilizing responsive design are simply missing out on readily available customers. This ‘leg up’ can help a brand build trust and gain advantage over their competition. So why are people still designing and redesigning sites that don’t utilize this necessary innovation?

A few ‘simple truths’ of RWD:

Responsive Web Design Is Evolving…and Improving.

Originally, responsive design was just about fitting a new screen size. Now, design elements must include different screen sizes to ensure a uniform experience across devices instead of just designing for one device. New approaches to CSS are taking this into account.

It’s Not Just About Devices.

Getting a page to render properly on each device is important, but specific elements on a page are also important. Shifting sidebars and preserving menu placement to fit actual content onto screens is important, but pages need to maintain unique design elements and their ability to monetize.

Responsive Design is a consistent, long term approach.

Sites designed in a responsive implementation are designed to work across the multitude of existing (and developing) devices on the market delivering a consistent experience. This technology will ensure that the site will be relevant for a long time to come.

Responsive web design has revolutionized the design industry.

Using industry standard platforms and tools like HTML5, CSS and PHP, responsive design adapts to the user’s operating system, screen size or device. The result is that users get the optimal browsing experience regardless of the setup they are using. It is also about making it easier to manage both a mobile and desktop site as much as it is about delivering an outstanding user experience.

Responsive design delivers a better, faster, smarter user experience.

If RWD is only implemented for one reason – it should be for optimized UX. Providing a consistent, user friendly experience to new and repeat visitors creates a better approach to business.

RWD is cost effective.

True, responsive sites can be more work on the design and backend, but they survive longer and the approach means a unified management, support and upgrade system saving both time and financial resources.

Responsive Design improves conversion rates.

Providing an engaging experience will no doubt lead to heightened conversions. Further, customers can find the site better through better SEO.

Even With Its Flaws Responsive Design is The Future.

Responsive web design certainly has some important improvements to make. While it is imperfect, it is a lot better than dedicated mobile sites, plugins and other workarounds that are often executed in an effort to make a site mobile-friendly.

Vanessa Petersen

As Executive Director of Brand Strategy based in ArtVersion’s Portland office, Vanessa manages both national and West Coast accounts. She brings with her a passion for strategy with extensive experience in creative marketing, brand growth and development. She is a true advocate of storytelling and brand building from the inside out, and her keen knowledge of the marketplace, trend patterns and usability lead her to identify opportunities that can inspire powerful design strategies.

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