Grab Users’ AttentionĮlements that stand out in the text are usually visually different - bolded words, bullet lists, or links. He or she only focuses on specific elements that are spread throughout the page layout. Spotted Pattern – Fixation on Specific ElementsĬontrary to the F-pattern, this time, a visitor doesn’t start reading the first sentences. Whether they want or not, they will unconsciously read it all. Short but appealing texts in a form of "F" letter don't give any other choice to readers. The f-shaped structure of texts also often appears on modern landing pages where we want our users to get all the essential information. Non-engaging text - first impression (sentences) was bad, but they still try to give you a second chance and scan the rest of the content.Busy reader - don’t waste the time of your users and give them their answers.Proper formatting will do the magic here. Wall of text - no subtitles, images, words in bold, nothing that would break the text into some organized parts.So, what are the common reasons for F-scanning? Whether it’s getting information as fast as possible, checking a product, ordering some services, your content is hardly ever their priority.
Most of the users don’t come to enjoy reading your posts, they come because they want to solve their issue. We should always keep in mind the selective culture of reading. Interestingly, the F-pattern works for Arabic text as well, but in this case, it’s reversed (horizontally flipped). In western cultures, we read from up to down and from left to right. The F-shaped pattern is also heavily influenced by the way we read.
The first few words on the following lines receive more gazes than the rest of the sentence.The first lines of the texts attract the most.However, all of these styles meet 3 basic characteristics of the F-shaped reading pattern. Also, they can get attracted by some words and actually read some parts of the text. Other times, users move faster, and the heatmap gets spottier. Sometimes, eye movements are more systematic and create a solid shape. The resemblance with the letter “F” is rarely perfect. This scanning movement is the last element of the F-shaped pattern you can see in heatmaps. Unless they find what they were searching for, they reach the bottom of the page. They still give you the last chance and scan the left side in a vertical movement. This shorter horizontal area reminds a lower bar of a letter F. After a while, they start to read again but usually stop around the middle of a line. They read some of the initial words per line to figure out whether the text has anything relevant to offer. Users start moving down the page, fixing their eyes on the left side of the content.
In cases they don’t find their answer or the text isn’t engaging enough, they don’t continue in word-by-word reading and start scanning the rest of the content. Readers, searching for a quick answer to their query, focus on several first sentences of a text. Source: Nielsen Norman Group (edited) F-Shaped Reading Pattern – Shape of Letter “F”į-shaped scanning pattern is one of the most common ones. What are the common reading patterns for websites?
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