Its not really a new trend but something which I’ve seen getting just a little more popular and in return evolving web design.
In the past we’ve had clients who were adamant on getting everything on their website above the fold. The sheer idea of scrolling was not acceptable at all, even today.
Whilst I agree that a solid chunk of text should only be so long, good creative design can help to break it up and make it more readable.
The new occurrence is to utilise all the vertical space on the page. That means going below the fold and as far down as you want. By breaking up text, accompanying it with eye candy and applying appropriate negative space you can take the user on a journey through one nice long page without getting bored.
Whats the benefit?
It’s a great way to bombard the user with info without it being overbearing. Its also a great way to display a variety of content sections onto one page with several call to actions engaged instead of one. It’s basically utilising space to maximise on desired content delivery.
Go below the fold.