Studies show that users who visit a website have a different pattern of reading than in paper format.
User image

Sven Mandić, CEO

May 19, 2022


Are you familiar with the F pattern? Did you know that users on average read about 20% of your page. 

If not, it might be beneficial to read this article in order to find out how you can better position your articles so that they leave a greater impact on the readers. 

F-Shaped Pattern

Studies show that users who visit a website have a different pattern of reading than in paper format. The reader scans through certain areas of a page, making, at best, a quick reading of the most prominent elements, a sweep of the images and a record in time interpretation of the main ideas that underlie the content. Eye tracking techniques have discovered that majority of readers use the F-shaped reading pattern. 

The upper area of the page is the most important one. The users focus their attention on what appears above.

In this phase, the reading still follows a horizontal logic, from left to right. To this upper area users grant the minimum time to see what is going on from one side of the page to the other.

The first vertical scan looks for prominent elements.

In a second level of the page, the user explores content again.

The user finishes “reading” the page in a flash.

This model has become a particular relevant area on a page, a golden triangle that focuses on the user’s main attention.

20% rule

Adding on to the F-pattern, users are impatient and don’t like their time to be wasted. Consequently, the density and the scroll length of your page. As a result, most of your visitors will just scan through your website and absorb only 20% of the content. 

The visual density of text spots should allow the page to remain a friendly environment, with an attractive and easy to assimilate web design. In other words, the more words written less words read.

The F reading pattern pushes the attention to the top. A study has revealed that more than 80% of users only look at the visible elements without scrolling, and that only 19% pay attention to what is below the scroll line.

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