Dec 10

Parallax Party

A big thank you to everyone who came out and celebrated our new office space and Guusje’s 40th with us. We all had a great time and we hope you did too. Continue reading →

Nov 10

Eames + Type = Goodness

Parallax just finished a large campaign for La Jolla Country Day. It was a great project and has been well received so far. We also were able to use the relatively new Eames Century Modern typeface from House Industries and we are all pretty big fans. I posted about its release almost a year ago now here, so it was a lot of fun to get to see it in action. It is functional yet fun and interesting just like the work of the design power couple. The typeface is not inspired by actual lettering done by Charles and Ray but applies their style and ideology to its letterforms. Check out some of the work done for La Jolla Country Day and learn more about the Eame’s legacy in this TED video. Continue reading →

Nov 10


We have recently moved our office to Encinitas and as we build and make this space our own I have been thinking about other successful transformations I have seen. The type wall from the CBS building sticks out in my mind. Lou Dorfsman was the art director for CBS from 1947 to 1987. In his time there he did many amazing things, but the Gastrotypographicalassemblage, as it became known, is one of the most impressive. Continue reading →

Nov 10

AKVIS Sketch Plug-in

At Parallax we are usually not fond of filters or plug-ins, but on an upcoming project a client requested that we use the AKVIS Sketch Plug-in. At first we were unsure, but after looking into the plug-in we changed our mind. We felt strongly that the plugin should not become a focal point of the design, but wanted to use it here and there for support. The range of options and adjustments that can happen allowed us to have a lot of control over the plug-in to achieve the results we desired. Check out AKVIS to see some of their other plug-ins and see some images of an upcoming project. Continue reading →

Oct 10

PRSA 18th Annual Bernays Awards

On Tuesday October 5th PRSA threw their annual Bernays Awards event and this year Parallax designed all of the collateral material to help theme the event. It was a great success and a lot of fun, but we were even more excited by some of the winners. Our client, The San Diego Water Authority took home a few awards for their work including the Bronze Award of excellence for the best Annual Report which was designed by us at Parallax. It was a surprise and an honor to see our client take home an award for our work as well as being rewarded for their other endeavors! Continue reading →

Sep 10

Qualcomm 25th Anniversary

Everyone at Parallax has been working hard creating a few of the graphics for Qualcomm’s big 25th anniversary bash that hapenned on 9/23. Qualcomm was very generous and invited us to the party as a thank you for our hard work, and they definitely know how to throw a party! Dave Matthews even showed up and played a live set with Tim Reynolds! All of us had a great time, check out the pictures below. Continue reading →

Sep 10

Create a Typeface-in 5 days?

In the middle of July I spent a week in NYC taking a class through the School of Visual Arts Continuing Education program titled: Turning Letters into Type. It was an intense 5-day workshop to learn the ins and outs of creating a typeface from the ground up. I went into the course knowing that it would be overwhelming, but I had no idea how much there was to learn and absorb in 5 very long days. The class was taught by Sara Soskolne a senior designer at Hoefler and Frere Jones who was so patient, friendly and very knowledgeable. Continue reading →

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.