The evolution of website design

There is no “above the fold”, it’s 2023.

Niteowl Creative
3 min readJun 3, 2023


In the fast-paced world of website design, trends come and go, and user experience (UX) takes center stage. In recent years, one of the most significant shifts has been the gradual demise of the concept known as “above the fold.” This once-vital design principle, which originated from print media, has become increasingly irrelevant in the dynamic digital landscape of 2023. Let’s explore why “above the fold” no longer holds the same weight in website and UX design and the factors that have driven this evolution.

Rethinking Screen Resolutions:

In the early days of web design, screen resolutions were standardized, and designers aimed to present all crucial information within the initial viewport, known as the “fold.” However, the advent of mobile devices with varying screen sizes and orientations challenged this notion. In 2023, responsive design has become the norm, ensuring that websites adapt seamlessly to any screen, making the concept of a static “fold” obsolete.

Scrolling Is Natural:

Gone are the days when users were hesitant to scroll down a webpage. With the proliferation of touchscreens and intuitive user interfaces, scrolling has become second nature. Studies have shown that users are more comfortable and engaged when presented with a continuous, uninterrupted flow of content. As a result, designers have shifted their focus to crafting engaging and cohesive narratives that unfold as users scroll, rather than cramming everything into a limited “above the fold” area.

Improved User Behavior Insights:

Advancements in data analytics have allowed designers to gain deeper insights into user behavior. Heatmaps and scroll tracking tools reveal how users interact with a webpage, highlighting the areas that capture their attention and guiding designers’ decisions. As a result, designers have discovered that users often scroll well beyond the initial viewport, reaffirming the need to distribute content strategically throughout the entire page.

Embracing Visual Hierarchy:

Designers now recognize that effective use of visual hierarchy is more critical than rigidly adhering to an outdated “above the fold” rule. By carefully arranging and prioritizing content based on importance, designers can guide users through the page, ensuring a seamless and intuitive experience. Implementing eye-catching visuals, compelling headlines, and intuitive navigation elements throughout the entire page allows users to explore and engage at their own pace.

Mobile-First Approach:

With the ever-increasing dominance of mobile devices in accessing the internet, designers have embraced a mobile-first approach. This strategy involves designing websites and user experiences specifically for mobile devices, where the concept of “above the fold” is even more irrelevant due to limited screen real estate. By focusing on delivering a cohesive and optimized experience across all devices, designers have redefined the way websites are created, making “above the fold” less relevant than ever before.


As we step into 2023, the concept of “above the fold” in website and UX design has largely faded into obscurity. Responsive design, changing user behaviors, improved insights into user behavior, embracing visual hierarchy, and adopting a mobile-first approach have all contributed to this shift. By understanding the evolving digital landscape and embracing these new design principles, designers can create captivating, user-centered experiences that capture attention and drive engagement throughout the entire webpage. So bid adieu to the limitations of “above the fold” and welcome the exciting possibilities that lie beyond!

Niteowl Creative is a small design & development agency with a focus on providing inclusive experiences across the web for our clients.

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Niteowl Creative

Niteowl Creative is a small design and development agency, with a strong focus on inclusive design practices. We work with businesses of all shapes and sizes.