Why Do Mobile Responsive Designs Matter?

Over the last decade, there have been an increasing number of users only accessing websites through mobile devices. How optimised is your website for a mobile device, and does it really matter?

What Is A Mobile Responsive Design?

A mobile responsive design is simply a web design that is created to adapt to the device on which it is being viewed. From desktop to mobile, laptop to tablet and every other variation that is currently available.
This design helps to ensure that the quality of the website is not affected by the change in screen size and can adapt to each screen. It ensures that the functionality of the site is not lost, including that all buttons or links are suitable for a finger, rather than the cursor on a mouse.
We also have to consider the device features. Think mobile CTAs, where on a website “Call Now” would lead you to a contact number, on a mobile it would allow you to make that call.
Any graphic design elements will need to factor in screen dimensions and include responsive images to ensure that the visual design will be compatible on all devices.

Why Invest In A Mobile Responsive Design?

With more than 50% of total internet activity being done on mobile devices ensuring that your website is responsive allows your users to enjoy full functionality, regardless of the device.
57% of users will abandon a website that is not mobile-friendly. With the average global conversion rate being as low as 4.31%, that could lose your brand a significant amount of conversions.

The Major Principles Of Responsive Design

When it comes to creating a mobile responsive website there are three main principles that need to be considered within the design. Fluid grid system, fluid image use and media queries.
In print design the size of an image was absolute, however, the use of fluid grid design allows for images to be shown in relative sizes through the use of pixels. Ie target size/context = relative size. Further calculations are made and inputted into the CSS script in order to define appropriate size percentages that will display well, regardless of screen size and device.
Fluid images are often used on responsive designs as they scale to fit their container. This type of image will have a maximum of 100% included in the CSS command to ensure that it does not over stretch, however, will be able to shrink small enough for a mobile device.
Finally, media queries are designed to alter the layout to meet the conditions of the screen it is being viewed on. For example, where a desktop may display 2-3 columns of information, the layout will change to a single column for a mobile phone. Media queries are best used on “mobile-first” designs and scaled up from the bottom.

If you would like to learn more about mobile responsive web design or would like to speak to the team about a web development project for your brand, please contact the team today. Our head office is based in Staffordshire, but we operate across the UK with offices as far out as Inverness. We have even built a number of websites for the international market.


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