Waterline (Fold): Definition, issues, and explanations

The fold refers to the horizontal boundary of a web page or application that is visible without scrolling down. It therefore represents the area immediately visible to the user when opening a page.

This concept comes from the world of journalism and printing, where the "fold" was the top part of a newspaper that was visible when it was folded and displayed in a newsstand. In web design, it retains this idea of priority visibility, as any element placed above this line immediately captures the user's attention.

The exact position of the fold varies depending on devices, screen sizes, and resolutions, making its optimization particularly important and essential for a good user experience.

The fold is used to optimize the visibility of the most important content as soon as the user arrives on a page. By knowing which elements appear in this area, a designer can prioritize the display of key information to quickly capture attention.

Its main benefit lies in improving the user experience, as it makes the page easier to understand at a glance while reducing the risk of essential content being overlooked.

In e-commerce, digital marketing, or landing page design, effective management of the fold maximizes conversions and user engagement. Without this consideration, important information may remain invisible until the user scrolls down the page, which can reduce the effectiveness of the message.

In concrete terms, the fold corresponds to the portion of the page displayed in the browser window without scrolling. The exact location depends on the type of device (computer, smartphone, tablet) and the resolution used.

Web designers often use grids or prototyping tools to estimate this visible area and organize elements so that essential content is above the fold.

It is also important to consider toolbars, menus, and other fixed elements that reduce visible height, as they influence the actual position of the fold line. To do this, user tests or analytical analyses are often carried out to validate that key content is accessible without scrolling.

The main advantages of the fold are related to optimizing visibility and improving the user experience. By placing key information above the fold, you quickly capture attention and facilitate decision-making.

This can also increase conversion rates in e-commerce or on marketing pages, as users can immediately find what they are looking for.

However, this concept also has its limitations. The diversity of devices and resolutions makes it difficult to define a single fold line. Placing too much content above it can create an overloaded effect or limit design creativity.

Finally, placing too much emphasis on this area can distract attention from the rest of the page, which remains essential for comprehensive navigation and prolonged engagement.

A classic example of applying the fold is in the design of a web homepage. Logos, menus, headlines, and call-to-action buttons are placed above the fold to immediately grab attention.

In e-commerce, the main product photo, price, and purchase button are often positioned in this area to maximize the chances of quick conversion.

In newsletter design, the fold helps determine the content visible on the first screen, which has a significant impact on the decision to open or read. It also guides the placement of incentive elements such as a button or special offer.

• Nielsen Norman Group - The Fold: Attention and Design: an in-depth analysis of the concept and its importance in UX.
• MDN Web Docs - Responsive Design: Understanding how to adapt content to different screen sizes.
• Smashing Magazine - Putting the Fold to Rest: an article that revisits the concept of the fold in a modern context.
• Chrome Developers - Fold in Web Design: technical resource on managing the fold in web design.