Responsive web design (RWD) has been around for a while now, but the techniques are still relatively new in the way we design and code our content, enabling it to be viewed across the many different devices and platforms our audience use. There are already lots of blogs on the internet that discuss RWD but in my post I’d like to focus on the design and implementation of responsive email marketing designs (RED). I’ll first take a look at the background to RWD/RED, discuss the current state of the web and then finish up with some thoughts on design, coding and testing.
The term ‘responsive web design’ is credited to Ethan Marcotte who first used the term when he wrote an article featured on A List Apart (25th May 2010). The article discusses the transient nature of the web and looks to architecture to see what we may learn from its longevity. Continuing with the architectural metaphor, Marcotte writes about an emergent discipline known as ‘responsive architecture’ where physical space responds to the people passing through it. He takes this knowledge and applies it to web design and suggests ways in which we might take our content and instead of creating bespoke tailored designs, the design and content should respond to the way in which it is consumed. In this way, more people can access our content where ever they are and our content should have a longer life span.