Gracefully Responsive Web Design
To save space, perhaps some detailing can be subordinated and accessed hierarchically. Your material doesn't necessarily need to be overly stark, but a discerning attempt at simplicity can go a long way toward achieving more gracefully responsive web pages.
And don't forget that leaner web pages load faster, which is especially appreciated on slower mobile connections.
The following isn't hard to imagine: A prospect finds your website using her desktop computer. Her screen is sized up and down as she multitasks on other projects. Later in the day while on the move she accesses your site from a mobile phone. In the evening she's hanging out on the sofa and shows it to her husband using a tablet.
Now in all of the above situations, don't you want your brand communication to be predictably consistent? As elegant and appealing as possible?
Yes, I'm talking about escalating the complexity of a task that's already tricky, but aiming for gracefully responsive design can reward you with a website possessing a more integrated and flowing seductiveness.
Todd Lerner is the owner of Todd Lerner Advertising. Advertising clients include Disney, The Financial Times, Rolling Stone, Prudential, Microsoft, Radisson, Condé Nast, Shopper's Voice, Time Warner, Hearst, The Danbury Mint, Smithsonian and others. Todd can be reached at firstname.lastname@example.org.