This is a different kind of web design book. Above the Fold is not about timely design or technology trends; instead, this book is about the timeless fundamentals of effective communication within the context of web design. It is intended to help you, the reader, understand the considerations that web designers make when developing successful websites.

Above the Fold is divided into three sections:

Design & Typography

Planning & Usability

Business Value Each section represents a phase in the continuous cycle of web design. It's the balance among design, usability, and return on investment that makes a website truly great.

Topics covered in Above the Fold include:

What makes web design unique

The history of web design

Anatomy of a web page

White space and grid use in web design

The elements of web design: color, texture, imagery, scale, depth, animation, and variability

Web typography, including web-safe type, images of type, and font replacement and embedding

Web project planning

Information architecture, including site maps, wireframes, and user flow diagrams

The elements of usability: navigation, breadcrumbs, links, search, submission forms, and error messaging

Search engine optimization

Online marketing, including banner ads, viral and social marketing, on-site marketing, and email marketing

Web statistics and analysis