The fold in web design refers to the point at which the user needs to scroll to see more content. The location of the fold was relatively consistent when the standard way to view a website was on a desktop screen, but now that websites are viewed on various devices and screen sizes the fold changes a lot. “Above the fold” is a common request for where to place content in web design, but is this still a necessary request in 2016? It seems now more than ever, that people are inclined to scroll “Below the fold”.
Recent studies were conducted that reject the idea of the fold altogether.
“Almost all participants scrolled, no matter what.”
– Huge Inc. Everybody Scrolls.
“There is no fold. Period. Let’s stop the fold madness right now. The Web has evolved and so have users. We now have research to prove it.”
– Rareview Scrolling and The “Above the Fold” Myth
In summary, people scroll intuitively. It’s a more natural way to peruse content rather than clicking through multiple pages. If there is any doubt that the user will scroll, the designer can build in visual cues, such as a scroll bar, to indicate that more content lay ahead. For more insight on this topic and details on the research, check out these articles: