Rethinking The Fold

50 %
50 %
Information about Rethinking The Fold

Published on July 30, 2009

Author: chuckmallott


Rethinking The Fold Chuck Mallo4 July 2009

What is The Fold? Originally a term coined in the newspaper prin<ng business years ago. Newspapers are folded in half, leaving 50% of the content below the fold. Newsprint designers had to be cognizant of the fold and design layouts and  ar<cles so the important headlines and features were above the fold. Most important stuff here LD  FO Why we shouldn’t worry about E TH Less important stuff here 2 The Fold

The Fold online Wikipedia says: This term has been extended and used in web development to refer the por<ons of a  webpage that can be visible without scrolling. However, some have suggested that this term is inaccurate as screen sizes vary greatly  between users, especially in an era where websites are viewed with mobile devices as  much as home computers. Why we shouldn’t worry about 3 The Fold SOURCE: h8p://

The Fold online In the early days of the internet, screen sizes were small and the average screen  resolu<ons were much lower than what we enjoy today. % of users viewing websites with a screen  resolu<on of 800x600 or less 2002 2009 51% 7% Why we shouldn’t worry about THEREFORE: Web designers (many of them migra<ng from the print industry) put a lot of  effort into making sure users didn’t have to scroll much to see the whole page. 4 The Fold SOURCE:

The Fold online Today, screens are much larger and screen resolu<ons are much higher. % of users viewing websites with a screen  resolu<on of 1024x768 or more 2002 2009 46% 80% Why we shouldn’t worry about THEREFORE: Since there is so much more screen real estate to work with, modern‐day  designers are less concerned about users having to scroll down to see important  page elements or calls to ac<on. 5 The Fold SOURCE:

Where is The Fold? 430px That’s one of the problems when contempla<ng The Fold. Where exactly is it? 600px Due to the wide variances in screen resolu<ons, screen sizes and browser window  sizes, reaching a consensus on the “average” placement of the fold is problema<c. 860px Why we shouldn’t worry about The fold is not a single loca<on, but a broadly dispersed distribu<on with three  peaks located at roughly 430, 600 and 860 pixels. These peaks correspond to the  three most popular screen resolu<ons used today: 800×600, 1024×768 and  1280×1024, minus about 170 pixels used up by the non‐client area of the browser.* 6 The Fold SOURCE: h8p://‐scrolling‐research‐report‐v20‐part‐1‐visibility‐and‐scroll‐reach/

Scrolling below The Fold In the early years, there was a common misconcep<on that users didn’t like to scroll. Today, there is plenty of data that proves that users don’t mind scrolling. In fact, research shows that most users are comfortable with scrolling and do so  regularly, regardless of page height. Percent Scrolled to the Bo4om Why we shouldn’t worry about 7 Page Height (Pixels) The Fold SOURCE: h8p://‐scrolling‐research‐report‐v20‐part‐1‐visibility‐and‐scroll‐reach/

What the experts are saying “ This myth that users won’t scroll to see anything below  the fold – is doing everyone a great disservice, most of all  our users. Milissa Tarquini Director, User Interface Design and Informa<on Architecture at AOL “ Users are perfectly willing to scroll ... if the page gives  them strong clues that scrolling will help them find what  they’re looking for. Jared Spool Why we shouldn’t worry about CEO & Founding Principal of User Interface Engineering “ We should start thinking of “the fold” as something  other than a hard line with an “above” and “below”  porUon, and we should stop thinking of the verUcal  posiUoning on a page as equivalent to priority. 8 The Fold Christopher Fahey Designer, Teacher and Co‐Founder of Behavior, an interac<on design consultancy

Rethinking The Fold Should we try to eliminate pages that scroll? Should we try to cram as much content as close to the top of the page as possible? Should we get rid of good content just to reduce the height of a page? Does “the fold” really mager? NO. Why we shouldn’t worry about 9 The Fold

Rethinking The Fold Should we make sure that our primary calls to ac<on are close to the top of the page and  visually dis<nct? Should our page templates be laid out in such a way to feature important content at the  top of the page? Should we employ a content strategy that calls for concise content throughout our site? Yes! Why we shouldn’t worry about 10 The Fold

Further reading BlasWng the Myth of the Fold hgp://<ng‐the‐myth‐of Unfolding the Fold hgp://‐the‐fold/ ClickTale Scrolling Research Report V2.0 Part 1: Visibility and Scroll Reach hgp://‐scrolling‐research‐report‐v20‐ Why we shouldn’t worry about part‐1‐visibility‐and‐scroll‐reach/ ClickTale Scrolling Research Report V2.0 Part 2: Visitor A4enWon and  Web Page Exposure hgp://‐scrolling‐research‐report‐v20‐ part‐2‐visitor‐agen<on‐and‐web‐page‐exposure/ 11 The Fold

Sites that don’t bend at The Fold Apple The White House Adobe Starbucks Symantec Neblix Microso^ Southwest Airlines Geico Intel Why we shouldn’t worry about Nike Motorola Hulu Barnes & Noble Vizio Capgemini 12 EDS AIGA The Fold

QuesWons? Chuck Mallo4 Interac<on Designer Why we shouldn’t worry about 13 The Fold

Add a comment

Related pages

Rethinking Macroeconomics - FOLD

A reading, authoring, and publishing platform allowing storytellers to structure and contextualize stories.
Read more

Rethinking The Fold · Oaktree Creative

Rethinking The Fold. Recently I assembled some thoughts regarding The Fold and what we (anyone involved in publishing websites) should do about it.
Read more

Rethinking the 16-fold table problem

SOCIAL SCIENCE RESEARCH 6, 84-107 (1977) Rethinking the 16-Fold Table Problem RONALD C. KESSLER Biometrics Research, Nets York State Psychiatric Institute ...
Read more

Rethinking the fold | Note & Point

Rethinking the fold - Usability, Scrolling, the Fold by Chuck Mallott
Read more

Rethinking the Five-Fold Ministry - Beyond Evangelical ...

First off, my answer is largely hinged on what one means by “the five-fold ministry.” In other words, what “five-fold ministry” are we talking about?
Read more

Rethinking Transparency in the Music Business - FOLD

The logistics of correctly attributing the money earned from the sale and performance of music has always been a daunting task. As a global commodity ...
Read more

Rethinking the fold – Designer News

There have been a few comments here recently about "the fold", which have mostly centered around whether people know to scroll and how to inform them to do so.
Read more

Re-thinking the Fold in Digital Design | Graphic Alliance

Andrew Rees discusses how use of 'the fold' within digital design must be reconsidered in order to apply more effective ways of drawing readers through ...
Read more

Rethinking a fold. - Poker Strategy & Advice | PokerAtlas I had been playing 1/2 at the Venetian for about two hours. The table was a pretty good mix of characters....with an Asian young man two to my right.
Read more