Fold

The “fold” is the bottom edge of the browser viewport — the line beyond which a user has to scroll to see more. Content that appears without scrolling is “above the fold”; content below it is “below the fold”. The term is borrowed from newspapers, which are folded in half.
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Because screen sizes vary enormously, there is no single fixed fold — it differs by device. So it is better understood as a zone of prime visibility than an exact pixel line.

Why does it matter?

What sits above the fold gets the most attention, so key messages and primary calls to action are often placed there. But research shows people do scroll when a page signals there is more worth seeing.
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Designing a strong above-the-fold area while still encouraging scrolling — rather than cramming everything up top — usually gives the best results.

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