As a web site developer for as long as I can remember, there has been a single instruction from nearly every client who strolled through the door: Make certain that “X” is above the fold. Often it was their mission statement, it sometimes was their contact details, it sometimes was the entire web site, never the less it constantly must be “above the fold”. This same mantra I would hear when working with different marketing professionals, they all would grind this chant into my DNA. The importance of the fold.

It really started to feel like: One Design Concept to Rule Them ALL.


What is the FOLD?

The FOLD, a concept derived from newspapers, which refers to the invisible line on a web page where the user must start scrolling to see the rest of the content.

It is still true content above the fold gets viewed far more than anything else.

However we are at a tipping point in how users access any web site. Mobile use is constantly increasing. Statistics are saying 50-60% of all web sites accessed is in a mobile form. So in this regard the FOLD becomes somewhat meaningless. If your web site design is Responsive and a user is using an IPhone or Android (Screen Size 320 x 568 – Pixels 640 x 960) your pages are more in the form of a single column.



Let’s take a look at some stats in regards to screen resolutions.


As you can see in the image above, the Fold can be all over the place, based on the screen size that the visitor is using. Then throw into the mix mobiles increased usage, which will be constantly changing things, what is one to do in regards to the FOLD?

Why don’t we return to the reason that we have a web site: Our entire intent of taking into consideration the fold is to attract your audience to keep reading or, in the framework of the web, scroll.

Educate – Empower – Encourage