Digging around the web will unearth a heavy bias against the fold. “A rule of thumb that kills innovation.” “Used by people who don’t know what they’re talking about.” “A concept introduced by someone who is a moron.” “The fold is bogus.” “The fold is a myth.” “The fold is a silly thing that clients like to focus on.” “There is no fold.” There is even a web site called thereisnofold.com . This is not an issue that lacks for opinion. What is the fold and what do we know about it?

Read More:
DesignFestival: The Fold Exists but Does it Matter?

Emily Smith is an information architect and usability consultant for the web and Apple devices. She co-works with other web professionals in Greenville, SC and can be found online at emilysmith.cc.

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