Responsive Web Design (RWD) is an approach aimed at designing sites to provide an optimal viewing experience – no resizing, panning or scrolling – no matter the type of device used to access the site, whether mobile phone, laptop, desktop or tablet.
The Responsive Web Design approach consists of a mix of flexible grids, layouts, images and an intelligent use of cascading style sheet (CSS) media queries. For example, as a website visitor switches from their laptop to an iPad, the site should automatically switch based on detection of the new device and accommodate for resolution, image size and scripting abilities. In other words, a website should have the built-in technology to automatically respond to the user’s device preferences. Responsive Web Design eliminates the need for multiple designs and development phases for every device on the market, thus reducing overall design costs.