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?
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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