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Seriously Though...What is the Fold?

Historically, 'the fold' refers to newspapers. Due to the dimensions of a newspaper, there was a need to fold it. And since big headlines needed to be seen, they were put on the upper half of the front page, or the half that would be visible 'above the fold'.

In more recent times, the term 'fold' is used in website design. In the web design world, the fold refers to the content which a user can see in the window of their browser without the need to scroll down the page. However, modern users are accustomed to scrolling when they visit a website, making the fold less and less critical.

Users Are Accustomed to Scrolling on Any Website, in Any Web Browser. So Don't Sweat the Fold.

If you've ever done a Google search, for instance, you obviously know how to scroll. Sure, the main Google page doesn't require the user to scroll. But do any search (in Google or any other search engine ever made), and you know that there is definitely content appears below the fold. If you don't find exactly what you need up at the top, you know to scroll down to see more entries.

But it doesn't stop at search engines. If you've ever visited a blog, you know that there is no conceivable way to fit all important content above the fold. You know that "next" and "previous" page links on 99% of blogs out there appear at the bottom of the page. What's the only way to get there? You guessed it. To scroll and see the content...beneath the fold.

Does the Fold Really Matter? When Does Content Need to be Above the Fold?

Any web designer can tell you this: If a user doesn't understand what your site is about within a few seconds, you've lost them. Along with ever-shortening attention spans of users, there is the reality of having important information above the fold, to aid users in figuring out what the site is all about. There's no denying this fact. And I'm not here to dispute that. So yes, in this regard, attention does need to be payed to the fold so important content and/or calls to action should be placed above the fold so users can get the gist of the site at first glance.

In the World of Web Design, Where IS the Fold?

It's the million dollar question. And the question that has been the bane of existence for many-a-web designer. People that are payed much more money to make much more important decisions need to know that they have their input. And their input tends to be that they believe users are naive, and don't understand how to scroll to find content. Because of this, their input is that as much as possible needs to be above the fold so their naive users can see as much as humanly possible.

But where IS the fold?

Based on a study by ClickTale, their research found that the most common fold was at the 600 pixel mark. Some folds were higher, and some folds were lower. But when all is said and done, the fold is right around the 600 pixel mark.

How to Design with the Fold in Mind

Okay, so we've found that the fold is most commonly around the 600 pixel mark. But don't get me wrong, designs should NOT be squeezed above that fold. Instead, encourage users to scroll by purposely cutting off content with a 'cut off' layout method. How do you do this? Have a tall sidebar column (of navigation, popular links, etc.). And it doesn't have to be just one column. Try laying out each section of your site so a little bit is cut off in one or more sections, which subtly communicates that there is more to see below the fold. Many news pages (NYTimes.com, ESPN.com, for example) do a good job at this, as they have multiple columns with varying amounts of text and images.

Whatever you do though, work to divide your layout into chunks that are easy to scan, and try to maximize images, rather than having a ton of text. After all, users tend to scan pages, not reading everything word for word. And when they scan, they will scroll to find content beneath the ever popular fold.

Busting the Myth of The Fold

With all of this said, there's a final truth that we need to come to realize: The Fold does not exist. The fold is inaccurate. The fold is going to be different for different users. The fold is affected by way too many factors to get a hard-and-fast number (despite the number given above) — factors like screen resolution, browser size (is the window maximized?), monitor size, and browser toolbars. Because of these and many other factors, the fold is vague. It's obsolete. It's antiquated. It's not that important.

Are YOU a Believer in No Content Below the Fold?

If so, then I'm afraid I have some bad news for you. If you're reading this, that means that you either have the world's tallest computer monitor, of you have learned how to scroll down the page and read all of the content. Congratulations. You've just joined the 21st Century. Welcome to the club.