Getting over 'the fold' and understanding how people read
A look at how people read in screen-based/scrolling enviroments
I was reading this (excellent) piece from Christopher Butler recently.
Titled 'the rhythm of your screen' it is a fascinating look into attention and reading patterns.
"When it comes to understanding how people engage with your designs on screens, you should be asking about attention, not scrolling."
Everyone who is working digitally should be curious about how folks 'engage with your designs on screens' (there is a reason that Stuart Buchanan's job title at Sydney Opera House is Head of Screen).
NB: I know not everyone's experience is 'screen first' or involves a screen at all, but many people's are, and does.
Lots of design thinking and conversations around digital experience are still rooted in non-digital assumptions. And many of those assumptions have their origins in design for print and publishing.
In many client conversations we still come up against a borderline obsession with 'the fold'.
But, as Christopher's article neatly explains, in a context where scrolling is possible, 'the fold' ceases to be a meaningful concept.
"In my observation, scrolling starts immediately — even before all the screen’s elements can fully load. People are accustomed to the cloying, top-crowding design choices made to capture attention above the fold, and the resulting disarray that comes from it. Per Chartbeat’s conclusion, they often scroll right past the first “screenful” and settle below, where there is more space, less information, and more clarity."
This sort of thoughtful interrogation is sorely needed.
The way in which people engage with content in screen environments is completely different to offline/print mediums, this post and summary of related reading, from Vitaly Friedman is a useful starting point if you want to find out more on this subject.