- Less is more – don’t be tempted to cram everything above the fold. Good use of whitespace and imagery encourages exploration.
- Stark, horizontal lines discourage scrolling – this doesn’t mean stop using horizontal full width elements. Have a small amount of content just visible, poking up above the fold to encourage scrolling.
- Avoid the use of in-page scroll bars – the browser scrollbar is an indicator of the amount of content on the page. iFrames and other elements with scroll bars in the page can break this convention and may lead to content not being seen.