A solution for fluid heights would preserve the original aspect ratio to prevent cropping. This can help illustrate concepts and provide more information. The browser knows how big the viewport is, it does not have any idea how big that div will render, so all sizes fluid values must specify a percent of the. Web developers might use images in background to add zoom, animation, parallax, or other effects. Yet, sometimes images are placed into the background. In many cases, images are at the fore-front of the design and appear simply as images. Background images can encounter similar obstacles. On the other hand, a video might only display the title because the bottom is cut out. As a result, a tiny video displays, followed by gaping negative space before the rest of the content resumes. Divs with Inline Frames (IFrames) or background images may crop the content when viewed on smaller viewports. Yet, some content requires fluid heights. It also might otherwise appear at a size that’s less than useful. If the developer tries to set a relative height using percentages or ems, the content may not display at all. Using viewport units and calc (), we can have font-size (and other properties) adjust their size based on the size of the screen. Undesirable cropping and annoying scrollbars may result. This creates a conundrum when displaying images in a mobile browser: because they remain at their native size, images may be cut off or displayed out-of-scale compared to the surrounding text content as the browser narrows. If a height is pre-determined by the developer and fixed in the code, the content fails to adapt to viewport sizes. Images are not naturally fluid: they remain the same size and orientation at all configurations of the viewport, and will be cropped if they become too large for their container. Height on the other hand can’t be determined until the last item is placed. ![]() Parsing like this, they are quickly able to determine object widths. They place web page elements in that order. Web parsers start at the top left of the screen, proceed right, and finally down. The parsers in web browsers that “read” the code and built a web page do so like Western readers. Unfortunately, while it is easy to set fluid widths, fluid heights are more difficult. Why Making Mobile-Friendly Fluid Heights Can Be Difficult Marketing firm McKinsey & Company adds that, “Google says 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead” (January 2014). Additionally, 48% of users believe if a mobile site isn’t working well, the organization must not care (March 2013). According to an infographic posted by Yahoo! Advertising Solutions, 48% of users say they’re annoyed with websites that aren’t optimized for mobile use. Yet, to users, a poor experience is often a non-mobile-friendly one. Google’s technology, Accelerated Mobile Platform or AMP, rank mobile-friendly websites higher in its algorithms (cited via Associations Now, March 2016).įinally, a company’s brand suffers if the website experience is poor. Conversely, mobile-friendly websites are rewarded. As a result, those sites face lost leads and marketing opportunities as well a less than stellar brand image. Websites that are not mobile-friendly simply don’t receive the same exposure from search engines. From the onset mobile-friendly websites have a marketing advantage.
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