The Responsive Design is not only an ergonomic solution for easy reading and navigation on all devices, but also the need of one single content. Instead of developing texts and visuals for the website and another texts and messages (shorter) for the smartphone screens, « content prioritization » is the key. It is not determined in pixels anymore, but in the width of the different screens. Images and texts move depending of the size of the screen.
The most important message is conceived first for the smallest smartphones, then additional information is put, as the screen enlarges. It is therefore necessary to take (hard) content decisions. A mobile strategy (what goal is aimed) and a communication strategy (what single strong message has to be communicated), before the technique.
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On a Smartphone screen.
On a laptop screen.