Let the Fold Breathe

Shaza Hakim — Fri, 27 Aug 2010 14:25:00 +0000

I have been planning and designing websites for quite a while now and in recent years, the same notes keep creeping into our clients’ revision request: “Reduce the header height, move sections upward, try to keep everything above the fold.”

Stop worrying about the fold. Don’t throw your best practices out the window, but stop cramming stuff above a certain pixel point. You’re not helping anyone. Open up your designs and give your users some visual breathing room. If your content is compelling enough your users will read it to the end.

– Boxes and Arrows on Blasting the Myth of the Fold

This could be a residue of the news-print industry where newspapers come folded up and the area “above the fold” must be exciting enough to compel people to purchase the paper.

We can apply the same argument to a website, whereby the fold line represents the area where vertical scrolling is required to view more content of a webpage. Instead of cramming as many “important information” into the area, try to prioritize and understand your audience. A first time visitor to your website needs a reason to stay intrigued past 5 seconds. Think of the area above fold as a compelling opportunity to entice, not overwhelm. In most cases, a simple but good, well-thought imagery and a line or two even better copy will hook enough for them to want more.

More importantly, by keeping restraint on what goes above fold, you are letting your most important content breathe.

Also remember that most people browsing the web today understands the purpose of scrolling. Every visitor to your website needs to learn quickly what your website is about, or else you’ll lose them. You will not do any better by crowding the header area – that would only dilute your message. What you want is just the right combination of visual impact and concise information. If they have quickly discovered what your website is about and now interested in the rest of your content, they will scroll to read more.

(photo by Alan)

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Be Sparing

Shaza Hakim — Wed, 20 Jan 2010 21:38:23 +0000

Where others have gadgets and tutorials to help them get better with design, I have books. The Elements of Style has a permanent place among the few books I have on my desk. In more occasions than I can remember, I have found in it my very own personal guide in design.

Do not explain too much.

It is seldom advisable to tell all. Be sparing, for instance, in the use of adverbs after “he said”, “she replied” and the like: “he said consolingly”; “she replied grumblingly.” Let the conversation itself disclose the speaker’s manner or condition. Dialogue heavily weighted is cluttery and annoying. Inexperienced writers not only overwork their adverbs but load their attributes with explanatory verbs: “he consoled,” “she congratulated”. They do this, apparently in the belief that the word said is always in need of support, or because they have been told to do so by experts in the art of bad writing.
– p.109, The Elements of Style by Strunk and White

The same goes for design. Don’t tell all. Keep something back. Let the design speaks for itself without the need to anticipate interpretations. And don’t do things because you have been told to do so by the experts in the art of bad design.

Good design does not need a supporting story.

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design philosophy Archives — Stampede: the strategic design & technology company

Let the Fold Breathe

Be Sparing

Do not explain too much.