Hey Oli, thanks for the input. Preaching to the choir here. First impressions still count, even if the fold is not as strong a keyword as it used to be. Cheers!

The fold never really went away, it was diminished. People still view websites on computer screens, there’s still a percentage of people who will see content in a traditional manner, and above the fold still generates more interaction than below the fold content.

Yeah, content priority might be a better way to describe this. Seems like we mean the same thing but I just chose a different word.
Cheers!

I totally agree, I think the term is what throws me off, it implies something is static instead of fluid. Thinking of it in context of content priority is what has worked best for me. When I hear fold I think of people stuffing things above the top of the devices visible screen, whereas content priority simply says that this content should be the first visible thing followed by this thing and then that.

Hey Piet, appreciate the input. Cool link!

Hey Luke, sorry it took me a while to answer. I agree that the recommendation to place content above the fold seems a bit outdated and is not applicable in all situations (i.e. mobile). However, if you look at websites such as uber and spotify or lead generation plugins like SumoMe’s Welcome Mat, the emphasis on putting the most important content front and center is quite noticeable. And, at least in terms of desktop devices (and – to a certain extent – tablets), center stage means above the fold. Do you disagree?

The fold is long gone and especially now everyone is on (or at least owns) a smartphone, scrolling has become a second nature.

In my book anyone who is recommending to place content “above the fold” simply is living in another era.

Just Google for “design trends fold 2016” to read what the industry says about the fold.