Article

Categories Mobile

Is Responsive Suffocating Web Design?

Responsive websites automatically resize to fit all screens, but in doing so, is less emphasis being put on design?

I think we can all agree that mobile optimized design is a necessity, but is overall design being compromised to accommodate function? Sometimes I think we get more caught up in making sure a site is compatible across all devices, that design becomes an after thought. I completely understand the importance of designing within the grid, but what happened to the days of pushing the boundaries beyond what was even capable and designing outside the box? Did those days disappear when Flash was rendered obsolete? Very often I see the same old "safe" layouts that do the same old things and I have to ask the question, if this is the result of ensuring a complete functional package, is the sacrifice worth the reward?

 

On the marketing side of things we talk about how we can’t be all things to all people, and yet on the digital side that’s exactly what we’re doing. Instead of trying to force a square peg in a round hole, we’ve shaped a peg that fits any sized hole, and yet doesn’t fit any one of them perfectly. I totally support making sure brands have a strong presence across mobile, tablet and desktop, but I’ve been in meetings where great desktop web experiences get watered down to accommodate mobile accessibility. I’ve also seen mobile sites that are grossly overwhelming because the main version is too complex to experience on the smaller screen. I think we can have both without sacrificing either, but we have to think deeper about how people expect to interact based on the screen in front of them. Each device may not be more important than the other; however, many times if we look at the deeper purposes of a site, we can break down each level of the experience to identify the areas that will have the biggest impact to the largest segment of our audience. And that’s the sweet spot that we need to work within.

 

As the digital world expands and there’s a bigger push to be more accommodating, we need to remember that digital marketing is not a one-size fits all medium. In order to be truly effective, you have to be willing to choose either the round peg or the square one knowing that they won’t fit every hole. But if that’s where your people are, they will reward you greatly for your efforts.

 

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
How To Create Landing Pages That Convert

How To Create Landing Pages That Convert

Effective landing pages are often standalone web pages written with one specific goal in mind. This goal is usually conversions or getting readers to take a certain action. Knowing what action you want readers to take is helpful for turning them into customers. This article will explain the six essentials of creating a landing page that converts.

Eric Gordon
Eric Gordon 20 March 2017
Read more
7 Advanced Ways to Reduce Email Churn Rates

7 Advanced Ways to Reduce Email Churn Rates

While you can’t always prevent readers from opting out of your emails, you can reduce the likelihood of them doing so with a few proven practices. In this article I’m going to show what many influencers do to reduce email churn and nurture a better relationship with their audience, and how you can too.

Kristian Jønsson
Kristian Jønsson 16 March 2017
Read more
12 Online Editing and Proofreading Tools Content Writers Should Know About

12 Online Editing and Proofreading Tools Content Writers Should Know About

If you've got great ideas to share, but your content is riddled with errors, you could lose the trust of your readers and your credibility. Get through this editing process quickly and painlessly, by enlisting the help of some online editing and proofreading tools, so you can get your error-free content out there and read.

Gloria Kopp
Gloria Kopp 22 March 2017
Read more