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Impact - A Blog by INM

Exploring Responsive Web Design

November 18, 2011 by Andrea Simmons

As companies struggle today with their mobile presence, they are often faced with the requirement of offering a “one-size-fits-all” approach or are forced to tailor their site for a few select devices. One alternative that’s making waves recently is an approach pioneered by Ethan Marcotte, called responsive web design. In short, responsive web design enables organizations to create beautiful user experiences that are optimized for a wide range of devices, while minimizing the need for costly device-specific development iterations. This approach breaks the constraints of the physical page and encourages designers to create designs that are dynamic and can reflow depending on size of the viewer’s screen.

With responsive web design, designers and developers can embrace this inherent fluidity from the ground up. As the size of the browser window changes, the content can simply reflow, resize and re-position itself on a sliding scale from the smallest phone to the largest desktop computer.


Example of a responsive website on desktop and mobile.
An example of responsive design. The look of the site changes to fit the visitor's resolution.

 My colleague, Kent Rahman, recently authored a great eGuide explaining this approach and providing some guidance around the topic. I would encourage you to download the eGuide today and read more about how you can create engaging experiences for the desktop, web and everything in between.

Check out our own INM.com website for a live example of a responsive design. Our site is built to work on virtually every device, from a mobile phone through to a desktop screen.