If you work in the mobile space, it's pretty likely that you've heard the term "responsive design" thrown around quite a bit lately. By building interfaces that adapt content to the form factor, a business creates a framework to support multiple devices and makes big steps toward future-proofing its web presence. On the other hand, teams that decide to ignore the implications of this fundamental change to how websites are built will certainly find themselves lagging behind competitors and losing users on smaller screens as the mobile space continues to evolve.
The concept, in a nutshell, is that websites can be written to adapt to multiple screen sizes. Instead of writing different presentation layers to suit a desktop browser or a tablet or a smartphone, presentations can be created to respond to the screen they are presented on.
This notion seems pretty straightforward, and in some ways content has been adapting to platforms for a few years. But this approach is revolutionary in how it abstracts form from function and the flexibility it provides designers as well as business owners.
Here are the basics that marketers need to know about responsive design, along with the pros and cons of facets of the concept.