You’ve heard the phrases “above the fold” and “below the fold” in conjunction with web design, but where does the phrase above the fold come from, and what does it mean?
The phrase “above and below the fold“ originates from the world of print journalism, specifically newspapers. It refers to the way newspapers were traditionally folded in half when displayed for sale. The “fold” in question is the horizontal crease where the paper is folded in half. The area that appears “above the fold” is the top half of the front page—the part most visible to potential buyers when a newspaper is stacked or placed on a newsstand. Conversely, “below the fold” refers to the lower half of the front page, which remains hidden unless the paper is fully unfolded.
The phrase became significant in the early 20th century, a time when newspapers were the dominant medium for disseminating information. With fierce competition among publishers, the need to capture attention at a glance became paramount. Editors placed the most compelling headlines, eye-catching photographs, and significant news stories above the fold to draw readers in and entice them to purchase the paper. This placement could determine whether a story received public attention or faded into obscurity.
Origins in Print Journalism
The concept emphasised the value of prime real estate on a newspaper’s front page. Stories placed above the fold had more visibility and were often perceived as more important. This editorial decision-making process influenced how readers consumed information and significantly shaped public discourse.
Transition to Digital Media
As publishing evolved and the internet became the dominant medium for information distribution, the term “above the fold” transitioned into the realm of web design and digital marketing. In this context, it refers to the portion of a web page that is visible in a browser window before the user scrolls. Just as in print media, content above the digital fold is considered more valuable in terms of visibility and engagement.
However, unlike the physical fold of a newspaper, the digital fold is not fixed. It varies depending on the device, screen resolution, browser window size, and orientation. What is visible above the fold on a desktop monitor may be entirely different from what appears on a mobile phone. This variability presents challenges for web designers, who must consider multiple screen sizes and user experiences.
Importance in Web Design and User Experience
In modern web design, the principle of prioritising above-the-fold content remains essential. Users tend to make quick decisions about whether to stay on a page or navigate away. As such, key elements like branding, navigation, headlines, and calls to action (CTAs) are commonly placed above the fold to capture user interest immediately.
Studies in usability and user behaviour have shown that while users do scroll, they spend more time and are more likely to engage with content visible without scrolling. For this reason, conversion-critical information—such as sign-up forms, value propositions, or promotional messages—is often placed above the fold. However, as users have become more accustomed to scrolling on touch devices, the strict importance of the fold has somewhat softened. Nevertheless, the top of the page remains crucial in shaping first impressions.
Contemporary Relevance and Evolving Perspectives
In today’s multi-device landscape, the concept of the fold is more fluid, but its underlying message remains pertinent: visibility matters. Designers and marketers must still think critically about content hierarchy and the placement of key messages. Responsive web design, which adapts layouts to different screen sizes, helps address this challenge by ensuring important content remains accessible and prominent across all devices.
While the original physical fold of a newspaper no longer dictates design decisions in the digital age, the metaphor endures. The phrase “above and below the fold” serves as a reminder of the importance of strategic content placement to maximise visibility, engagement, and user action.
Conclusion: where does the phrase above the fold come from?
In conclusion, “above and below the fold” is a phrase rooted in print journalism that has successfully adapted to the digital world. It encapsulates a fundamental principle of design and communication that where information is placed can be just as important as the information itself.
