- The design helps the user see that there is more data below the fold.
- The things above the fold are interesting enough that the user wants more.
How to Keep the Good Stuff at the Top of Your Page
In graphic design, there's a concept called "above the fold," which refers to the practice of putting important information in the top half of the page. To no one's surprise, this comes from newspapers: [caption id="attachment_72297" align="aligncenter" width="549"] Above the Fold (Newspaper Version)[/caption] The idea has carried over into Web design, except there it refers to the display of information the user can see without scrolling: [caption id="attachment_72298" align="alignright" width="576"] Above the Fold (Web Version)[/caption] Users can't be intrigued by data they can't see. So if you want users to get as many views as possible, you put the good stuff up top -- above the fold. In the early 2000s, there was a myth that users simply wouldn't scroll. It's not strictly true. Users are willing to scroll under two conditions: