07
Sep 10

Below the fold

Originally – “Above the fold” is a design term that refers to the location of an important news story/article/photograph/etc. that is on the upper half of the front page of the newspaper. The fold, these days more often times refers to the bottom of a web page – as to what can be seen without having to scroll.

For years, our clients, advertisers and our design team has been concerned and cautious about designing above the fold. But that theory and mindset, we believe is changing on a daily basis. The hierarch of content is what leads the user through the site, and these days, that falls more often below the fold.

We decided to do a little research.

First we found research from Clicktale, a leader in web analytics and usability. Their conclusion was that total page length is not a strong factor in terms of how many people will scroll below the fold or reach the bottom of the page.

Here are a few interesting numbers:

The average location for the fold is between 430 and 860 pixels down on the page.

• 76% of people will scroll below the fold.
• 15-22% of people will reach the bottom of the page.
• 64-68% of people will reach the halfway point of a page.
• 91% of pages are long enough to require scrolling.

After reading this we decided to do a little more of a “hands on” research approach to the fold question. We decided to look at the 13 most popular sites as of September 1, 2010 and see just how many fell below the fold. We took a look at Google’s Top 13 most visited sites on the web. Keep in mind that the list excludes adult sites, ad networks, domains that don’t have publicly visible content or don’t load properly, and certain Google sites.

Here they are:

• bing
• Wordpress
• Sina
• mozilla
• qq
• baidu
• blogspot
• microsoft
• msn
• wikipedia.org
• live
• yahoo
• facebook

The answer?

60% fell below the fold. And 100%, like Google, fell below the fold after one click.

The conclusion? Designing below the fold is not just okay, but becoming the norm. STILL that depends on the intended audience/user and how the user needs to digest the information. Key points to think about are: Where does the focal point need to be? What is the hierarchy of information and how will the user flow through each page – and where do you want to lead them.


14
Jun 10

Books. Kids. Art. Wine?

Before we take on any new project, we ask ourselves
three simple but critical questions:

1. Do we believe in the cause?

2. Will it be a great piece for our portfolio?

3. Is there money to be made? Continue reading →


20
May 10

The BP Oil Spill: Crude Awakening

I think all of us are worried and disturbed by the BP Spill in the Gulf of Mexico, but it has been a hard story to follow and understand all of the details. I thought this infographic was fantastic at explaining the big picture story in its entirety. It was designed by Carol Zuber-Mallison at ZM Graphics and it is enormous + very detailed, but zoom in and take a look the information is fantastic. See the full infographic here


17
May 10

So You Need a Typeface

A great infographic about choosing appropriate type. If you have already read our previous article about choosing typefaces, and still are unsure, here is a pretty bullet proof infographic by Julian Hansen that should help you in a pinch.


11
May 10

Branding in an ever-changing world

An interesting recent article from Fast Company about the changing times and how they affect design as well as other parts of the creative world. Take a look.


20
Apr 10

Success From Scratch Features Spicy Nothings

Our client Arobind Velagapudi and his business Spicy Nothings was recently featured on The Bill Handle radio show, KFI AM 640 as a part of his Success from Scratch series. Listen to the interview and learn more about Arobind and his amazing products here. The interview originally aired on March 18th.


19
Apr 10

It’s fun. It’s interactive. It’s an annual report?

What comes to mind when you think of an annual report?

A nice cover shot, a few interesting pages and then more paper for the recycle bin? Content that is used for one purpose, one time – to communicate fiscal and organizational highlights to shareholders from the past year and strategic plans for the future. Not very exciting stuff. Continue reading →


15
Apr 10

Advertising: The battle for your attention

Advertising is a field that constantly changes to gain your attention. It has evolved over hundreds of years as approaches change with the times and technology. Getting the attention of target markets, especially younger people, is becoming more and more difficult as we are more and more aware of advertising tactics and marketing plans.


Monocle Magazine with an ad for Blackberry on the left and an article on the right Continue reading →