The infinite scroll is a web design technique that prevents the browser scroll bar from scrolling to the bottom of the page, causing the page to grow with additional content instead (Wikipedia). Instead of using pagination to display large feed of data, web designers use this effect to automatically load the next or previous data as soon as the user scrolls down to bottom of the page. Facebook, Pinterest, Twitter and Tumblr are the most popular examples of social media websites that implemented the use of infinite scrolling effect.
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Simplicity of a website merely depends on the elements seen on a page. A Single-Page website is one of the simplest forms of a minimalist approach when it comes to web design. It allows viewers to scroll on a one-page website with all the information for specific needs without changing pages. Just like websites with infinite scrolling, designers consider single page website to let users navigate contents on a single page. Thus, single page website has an end and should have straightforward areas. 