The following post is from Dan Benderly, TIG Global Creative Director.
Post-PC devices such as mobile phones and tablet-style computers are increasingly omnipresent in our daily lives. There’s no longer the need to find the nearest computer to look something up online – smartphones, iPads and even e-readers have taken their place.
While mobile devices seem like they have been a part of our lives for a long time, it is only in the last few years that mobile web browsing has been both feasible and preferred.
Conventional Thinking Yielded Constant Catch-Up
For web developers, conventional thinking had been that you build a “normal” website first, then a site for mobile devices. If you were really adventurous, you could even design one specifically for tablets.
Unfortunately, that meant a lot of work to support multiple devices, and before you knew it, someone would come out with a phone or tablet that presented the consumer with yet a different browser size. The result is a constant game of catch-up to make sure your business is presented well on every platform.
A new industry movement – responsive design – aims to limit this “constant catch-up”.
Responsive Design – What Is It?
In short, Responsive Design is a website that is built once but then intelligently adjusts in look and design across desktop, mobile and tablet devices. How does this work? As you reduce the size of your browser window, the website recognizes pre-set size thresholds, and then moves, transforms and re-sizes web page design elements so that the site renders gracefully at the smaller size.
Don’t want a particular promotion to be displayed on the tablet version of your site? No problem. Prefer a larger font and vertical navigation for the mobile version? No worries at all. You can hide, reveal, scale, alter, change anything on your site and it simply reacts as the browser window scales up or down.
How Responsive Design Differs
In the hospitality industry, clients are constantly changing lead rates, specials, promotions and images to keep their sites fresh. Responsive Design is ideal for this type of endeavor as it eliminates “double work.” This also reduces the chances of mistakes and inconsistencies that can go unnoticed.
At TIG Global we are selectively offering responsive designs to our clients on a case-by-case basis.
Interested in ramping up your online strategy? Check out the full suite of TIG Global interactive marketing tools, send us an email, or give us a call +1 301.841.4700(US) | +44 (0)20 3004 9468(UK).