Reading the Web – Patterns
Studies have shown that when people read pages of text they follow an F pattern. Rapidly reading a couple of lines followed by a vertical scan for the next point of interest. When reading a web page or advert where images are predominant they follow a Z shape, starting in the top left and moving across and down the page.
What this demonstrates to web designers and content writers is that the public will not read all of your carefully written text, or notice every icon and picture. This is especially true when people are searching for specific details. You need to guide them through your pages; they will also pay more attention to text that is contained in a box, with boxes in the top right hand corner especially. This is a good place to display special offers or membership information.
The implications on design and writing for the web are that the first two paragraphs or sentences are the most important. Here you should place your main emphasis, this is where your most striking images and product details should go, as this area is the first point of call for readers.
Secondly arrange your text with sub-headings or bullet points. Have a clearly defined separating system between information to catch their attention and lead them to the next item of interest on your agenda. Make sure your first couple of words in a line convey the content; there is a limited chance that they will continue on to read the third one.
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