If you were to read a web designer’s Christmas wish list, it would likely include a solution for displaying images responsively. For those concerned about users downloading unnecessary image data, or serving images that look blurry on high resolution displays, finding a solution has become a frustrating quest.

Having experimented with complex and sometimes devilish hacks, consensus is forming around defining new standards that could solve this problem. Two approaches have emerged.

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To design more adaptable experiences, the presence of every element needs to be questioned, for its existence requires additional data to be downloaded or futher complexity within a design system. Conditional loading techniques mean that the inclusion of images is no longer a binary choice, but can instead appear in a progressively enhanced manner.

So here is my proposal. Instead of spending the next year worrying about responsive images, let’s embrace the constraints of the medium, and seek out new solutions that can work within them.

Responsive web design is showing us that designing content is more important than designing containers. But if you’ve given RWD a serious try, you know that shifting your focus from the container is surprisingly hard to do. There are many factors and instincts working against you, and one culprit is a perpetrator you’d least suspect.

The media query is the ringmaster of responsive design. It lets us establish the rules of the game and gives us what we need most: control. However, like some kind of evil double agent, the media query is actually working against you.

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Thinking in columns means you are thinking about content layout. How big of a screen do you need for 12 columns? Who cares? Having Sass write media queries means you can use intuitive numbers for content layout. A fixed grid means more layout control and less edge cases to test than a fluid grid. Using CSS labels for activating responsive images means you don’t have to duplicate breakpoints across separations of concern.

It’s a harmonious blend of approaches that gives us something we need—responsive design that feels intuitive. And design that, from the very outset, focuses on what matters most. Just like our kindergarten teachers taught us: It’s what’s inside that counts.