"One Web" Philosophy
The simple, yet insightful philosophy of web design commonly referred to as "one web" makes perfect sense to me.
The concept, founded in the theory that we design a web site that can be delivered to all screens and devices, present and future, is a lofty, yet worthy, goal for all designers to aspire to. Why shouldn't we want our web sites to look the same no matter where they are viewed? Isn't that the simplest and easiest way to do it?
While the immediate advantages that come to mind are efficiency and reduced work load, if we think a little deeper, we begin to realize that the more insightful advantage is creating a web site that is capable of communicating its content as clearly as possible to the World. And isn't that our real goal? I think so.
As a designer, marketer and business owner, branding comes to mind too. I want my brand to be as consistent as possible where ever it's delivered. In my view, the best way to do this is to make your brand identity look consistent wherever it's viewed. Whether it's a desktop, laptop, tablet, phone, TV, or whatever the future holds, I want the World to identify my brand, and remember it, because it looks the same—everywhere. Now that's real visual communication.