F-Pattern in Reading Digital Content

Summary: Eyetracking research shows people read Web content in the F-pattern. The results highlight the importance of following guidelines for writing for the Web.

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F-Pattern in Reading Digital Content

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F-Shaped Pattern of Reading on the Web: Misunderstood, But Still Relevant (Even on Mobile)

Eyetracking research shows that people scan webpages and phone screens in various patterns, one of them being the shape of the letter F. Eleven years after discovering this pattern, we revisit what it means today.

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Kara Pernice is President and CEO of Nielsen Norman Group. She began pioneering UX in the early 1990's, and now uses her vast experience to lead NN/g in its next exciting phase.

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