Time and time, I return to this principle: The F Pattern.

The F pattern in usability refers to the typical eye movement pattern of users when scanning a page or screen of content, particularly during the initial moments of interaction. This pattern is characterized by users scanning content in the shape of the letter “F.” It was first identified through eye-tracking studies, which revealed that users tend to focus on certain areas more than others when consuming information.

The F pattern generally consists of the following elements:

1. Horizontal Scan Across the Top:
   • Users often start by scanning horizontally across the top of the page, typically reading the headline or main navigation menu.
2. Short Vertical Scan Down the Left Side:
   • After the initial horizontal scan, users tend to move down the page slightly and then scan vertically along the left side. This forms the first stem of the “F.”
3. Second Horizontal Scan:
   • Users may then perform a second horizontal scan, but it is usually shorter than the initial one and occurs further down the page. This forms the second horizontal bar of the “F.”

The F pattern is a generalization and may not apply to all types of content or all users, but it provides a useful guideline for designing web pages and content to align with users’ natural scanning behavior. It suggests that important information should be placed towards the top and left of a page, as these areas are more likely to be noticed and read by users. Breaking up content into easily scannable sections with clear headings and using concise and meaningful content can enhance the user’s experience.

Resources

These are external links and open in a new website:

• F-Shaped Pattern of Reading on the Web: Misunderstood, But Still Relevant (Even on Mobile) – Great article and contains design how-tos
• Text Scanning Patterns: Eyetracking Evidence
• The Layer-Cake Pattern of Scanning Content on the Web