responsive web design

Web design used to be so much easier. We would design a website and people would view that design in pretty much the same way, i.e.,  on a desktop computer screen. Nowadays, with responsive web design, that’s all changed. More and more people are viewing websites on a mobile device. These devices all have different screen sizes and shapes (portrait or landscape). This has forced us to completely change the way we think about design and concentrate on mobile website design.

A full size website does not perform well on a mobile device. It is hard to navigate and slow to load. This negatively affects sales conversion rates. We have had to simplify our web designs and make them fluid, mobile website designs so they can automatically adapt to these different devices. This approach is called Responsive Design.

With responsive websites, the content of a web page dynamically resizes and rearranges itself for optimal fit to be viewed on the appropriate size screen. The content is the same but the code recognizes what device is being used. It then delivers a different style sheet which changes the design of the website accordingly.

This approach ensures that the user can see a website in it’s best format for the device they happen to be using. The conversion rate of responsive websites is far higher than standard websites in order to allow the user to have optimal viewing; for example, it is more difficult to use a full desktop version of a website on a mobile device.


Although all of these changes has made our designers’ lives more difficult, it has brought a lot of positive change. We have to make designs simpler with more concise content. This actually makes for a better website, no matter which device it is viewed upon.

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